‘Break through the hype’: Why crypto brands are getting serious in search of growth
In a category often driven by hype, crypto brands are taking a more real-world approach to build trust and grow the market in an organic way.
There’s never a dull moment in the crypto category. Only this time last week prices of five different cryptocurrencies soared when Donald Trump announced he would build a “crypto reserve” in the United States. But equally, the market was shaken the week before that by Argentina’s $4.6bn (£3.6bn) crypto scandal linked back to Argentinian President Javier Milei. A lot can change in a week.
Perhaps it’s no surprise crypto brands have traditionally led with flashy, celebrity-driven campaigns to capture people’s attention. XTB, for example, recently announced a campaign with the footballer Zlatan Ibrahimovic to boost its profile. While Crypto.com famously ran a campaign with the actor Matt Damon that was roundly mocked – including on an episode of South Park.
You can understand why crypto brands spend millions to get these endorsements, as they lend credibility and authority to a category plagued by mistrust. Data from the Pew Research Center in October 2024 showed 63% of Americans still had little to no confidence the current means of investing in crypto are safe. This is a problem no celebrity endorsement can solve.
