CoinShares Launches 'Crypto Puppies' Initiative to Educate Swedish Investors About the Market

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

European crypto asset manager CoinShares is launching an educational 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, the firm said in a Nov. 12 press release. The so-called “CoinShiba Inu Puppies” initiative aims to educate Swedish investors about “crypto’s benefits through positive associations.”

Created by the Swedish agency Save our Souls, the campaign leverages a unique cultural insight: Swedes’ profound love for dogs, CoinShares notes.

“By tapping into this deep-seated affinity, the campaign seeks to create an unexpected yet heartwarming connection with crypto and foster a more nuanced discussion.”

CoinShares

The European crypto asset manager decided to launch the educational push following research indicating that Swedish investors lag behind in crypto adoption, with only 9% holding cryptocurrencies compared to a European average of 12%.

CoinShares CEO Jean-Marie Mognetti suggests that the decline in crypto adoption may be due to local media, explaining that “an unwarranted and repeated negative media coverage focusing on the industry’s challenges could be an explanation.”

The firm says the campaign will run for over a month, featuring digital videos, billboard ads, print ads in “prominent financial magazines,” as well as wild postings, and influencer partnerships.