CoinShares, Europe’s leading digital asset investment firm, has launched a new crypto education campaign in Sweden titled “CoinShares Crypto Puppies.”
This new initiative is designed to improve Swedish engagement with crypto. The campaign aims to address a trend that suggests Swedes are falling behind other European nations in cryptocurrency adoption.
CoinShares, in collaboration with the Swedish agency, Save Our Souls, created this campaign to promote a positive and approachable image of crypto by associating it with something the Swedish public holds dear—their dogs.
Through this initiative, CoinShares hopes to make crypto investing more accessible and relatable to Swedish investors.
According to a recent survey conducted with Novus, only 9% of Swedish investors have ventured into crypto, below the European average of 12%.
CoinShares CEO Jean-Marie Mognetti believes this gap is partly due to negative media coverage in Sweden, which has likely contributed to skepticism.
The “Crypto Puppies” campaign taps into Sweden’s high regard for pets, particularly dogs, and aims to create a welcoming narrative around digital assets.
Crypto Education Campaign: Can CoinShare Bring Crypto Adoption to Sweden?
The heart of the “Crypto Puppies” campaign lies in the cultural understanding of Swedes’ unique relationship with their pets, especially dogs.
Insurance statistics revealed in the PR show that Swedish dog owners have the world’s highest pet insurance rate, with nearly 90% opting to protect their dogs’ well-being.
Additionally, Sweden enforces strict animal welfare laws, and many Swedes consider their dogs to be better sources of comfort than even their partners.
Using this emotional connection, CoinShares has designed the campaign to establish a friendlier image for crypto investments.
Olle Langseth, a creative lead at Save Our Souls, acknowledges the challenges of changing public opinion on crypto.
The team’s approach focuses on pairing crypto information with images of puppies, which, they hope, will foster a positive and engaging association.
Langseth said:
“Getting people to reconsider something they instinctively dislike is a challenging communication task. But what happens if they receive information about something they don’t like while looking at something they do like?”
A Broader Push for Crypto Adoption in Sweden
In addition to leveraging Sweden’s fondness for pets, the campaign seeks to reintroduce CoinShares’ flagship Nordic product, CoinShares XBT Provider, which launched in 2015.
The educational initiative will last over a month and feature digital videos, billboard ads, wild postings, print ads in major financial publications, and partnerships with popular Swedish influencers.
Mognetti notes that CoinShares will consider it its responsibility to counter negative narratives and encourage a broader understanding of crypto.
“We are eager to see how Swedes respond to ‘Crypto Puppies’ and if it helps them reconsider cryptocurrency with a more open mind.”
The campaign aims to address misconceptions and help Swedes rediscover their pioneering spirit in the digital asset space.
This particularly came when the market is performing well, even from an institutional perspective.
According to Coinshare’s Nov 11 report, Digital asset investment products saw substantial inflows of $1.98 billion following the U.S. election, boosting global assets under management (AuM) to a record high of $116 billion.
The U.S. accounted for the majority of these inflows ($1.95 billion), with additional contributions from Switzerland ($23 million) and Germany ($20 million).
This marks the fifth consecutive week of inflows, with year-to-date figures reaching an unprecedented $31.3 billion.
Bitcoin led with $1.8 billion in inflows. Ethereum, too, showed a resurgence with $157 million in inflows — the largest since July’s ETF launches.
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