PayMHO: An innovative startup. Four audiences. One story.
- Catherine Vergara
- Jun 11
- 3 min read
How I structured the communication of a blockchain-based data monetization platform for its relaunch in Mexico.
In 2022 I led the communication strategy for the relaunch ofPayMHO , a platform that combined market research, data monetization and blockchain technology.
The main challenge was not technological: it was getting users, companies, investors, and the crypto community to understand the same value proposition from completely different perspectives.
To solve this, I developed the narrative architecture of the project and coordinated the creation of a complete communication ecosystem that included commercial materials, educational content, audiovisual resources, and strategic presentations for different audiences.
This project strengthened my experience translating complex products into clear, understandable, and adoption-oriented messages.
The challenge
PayMHO was an innovative platform that sought to change the relationship between people and their data, allowing users to receive rewards for sharing information and participating in market research.
Although the concept was appealing, communicating it presented a considerable challenge. The proposal combined elements of market research, user profiling, digital rewards, specialized communities, and blockchain. Each audience understood a part of the model, but few grasped the entire ecosystem.
Furthermore, the project was in a post-pandemic relaunch phase, where it was necessary to rebuild the brand's positioning and generate a narrative capable of attracting users, companies, strategic partners, and investors.
My approach
Instead of focusing communication on technology, I decided to focus the narrative on the value generated for each participant in the ecosystem.
The strategy consisted of translating complex concepts into everyday and easily understandable scenarios, reducing adoption friction and facilitating the understanding of the business model.
To achieve this, I developed a message architecture that would allow me to adapt communication to the audience without losing coherence between channels, materials, and formats.
My responsibilities included defining the project's main narrative, coordinating creative and audiovisual teams, and overseeing the various communication assets developed for the relaunch.
Developed Communication Ecosystem
Explanatory Video
One of the main challenges was to explain the platform quickly and accessibly to people with no prior experience in blockchain or data monetization.
The explanatory video aims to simplify the business model, visually showing how users, companies, and rewards interact within the PayMHO ecosystem.
Visual Identity and Brand Resources
In addition to the narrative, I participated in the coordination of visual resources that would help maintain consistency across the brand's various touchpoints.
The visual identity documentation ensured consistency in the presentation of the platform during its growth and positioning stage.
Market Education Strategy
As part of the relaunch, a content strategy focused on education rather than promotion was implemented.
The goal was to generate understanding around concepts that were still unknown to a large part of the market, using audiovisual content to reduce barriers to entry and build trust around the project.
Project Impact
A comprehensive communications strategy was developed for the platform's relaunch, including corporate materials, branding resources, educational content, and audiovisual pieces targeted at users, businesses, and investors. The project consolidated a unified narrative to explain an innovative business model in a market with low familiarity with blockchain and data monetization.
maintaining narrative consistency and conceptual clarity in each interaction.
Key Learnings
Innovation needs translation before it needs promotion.
Adoption barriers are usually communication-related, not technological.
Different audiences require different messages, but the same story.
Market education can become a strategic growth tool.
Clarity is a competitive advantage when working with emerging technologies.
Project Fact Sheet
Project: PayMHO
Year: 2022
Industry: Blockchain · Market Research · Data Economy
Role: Communication Strategy and Narrative Leadership
Objective: Post-pandemic market relaunch and education
Audiences: Users, businesses, investors, and the crypto community
Coordinated team: Audiovisual development, design and production
Demonstrated Skills:
Communication strategy
Storytelling for innovation
Marketing of technological products
Market education
Project management
Multidisciplinary coordination
Corporate narrative development
Branding
Audiovisual production
Translation of technical concepts into business language
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