CoinShares launches educational campaign targeting Swedish investors

European asset manager CoinShares is launching an education initiative to inform Swedish investors about cryptocurrencies.

CoinShares is doubling down on educating Swedish investors about the crypto market in an effort to promote its Nordic product, CoinShares XBT Provider, CoinShares said in a Nov. 12 press release. The initiative, called “CoinShares Crypto Puppies,” aims to educate Swedish investors about the “benefits of cryptocurrency through positive connotations.”

Created by Swedish agency Save Our Souls, the campaign draws on a unique cultural insight: CoinShares notes Swedes’ deep love for dogs.

“The campaign aims to leverage this deep-rooted affinity to create an unexpected but heartwarming connection to crypto and encourage a more nuanced discussion.”

CoinShares

The European crypto asset manager decided to launch the education push following research showing that Swedish investors are lagging behind in crypto adoption, with only 9% holding cryptocurrencies compared to the European average of 12%.

CoinShares CEO Jean-Marie Mognetti suggests that the decline in cryptocurrency adoption may be due to local media, explaining that “unfair and repeated negative media coverage focusing on the challenges of the industry may be one explanation.”

The firm says the campaign, which includes digital videos, billboard ads, print ads in “leading financial magazines,” as well as wild posts and influencer partnerships, will run for more than a month.