Bitwise Asset Management, known as the largest cryptocurrency index fund manager in the United States, has embarked on a new marketing effort with the launch of the “Bitwise Is Interesting” advertising campaign. Announced on December 18, 2023, this strategic move aims to enhance the company’s reputation as a leading expert in the rapidly evolving crypto asset class.
This campaign is an important step in Bitwise’s marketing strategy to expand public awareness of the company’s expertise in cryptocurrency. With a wide reach across multiple media platforms including TV, social and digital channels, the campaign is expected to have a significant impact. It will be featured prominently on major business news networks, including CNBC, Bloomberg, and Fox Business Network. Media planning and buying for the campaign was jointly handled by Bitwise and financial services media agency Ptarmigan Media.
A notable feature of this campaign is the participation of actor Jonathan Goldsmith, famous for his role as “The Most Interesting Man in the World” in Dos Equis beer commercials. Goldsmith promotes the Bitcoin ETF for Bitwise, a creative twist that resurrects this iconic figure and resonates with a wide audience. Developed and produced in partnership with Studio City in Los Angeles, the ad spot features an upscale bar environment that nods to Goldsmith’s Dos Equis characters, but this time with a focus on Bitcoin and Bitwise.
Founded in 2017, Bitwise has a solid six-year track record of investment excellence, industry-leading education, and a comprehensive suite of professional investment products. The firm specializes in a variety of investment vehicles, including ETFs, private equity funds, active solutions and separately managed account strategies, with a focus on Bitcoin, Ethereum, DeFi, NFTs and cryptocurrency-focused stock indices. Bitwise’s team technology and traditional asset management background, positioning the company as a trusted partner for investment professionals and financial institutions investing in cryptocurrency assets.
The timing of this campaign coincides with growing expectations of U.S. regulatory approval for a spot Bitcoin ETF, expected as early as January 2024. Bitwise is one of several companies awaiting approval from the U.S. Securities and Exchange Commission (SEC) to launch a spot Bitcoin ETF. Despite challenges, including a delay in the SEC’s decision in August and an application amendment in September, Bitwise remains a leader in the cryptocurrency ETF market, already offering futures-based products such as the Bitwise Bitcoin and Ether Equal Weight Strategy ETF (BTOP). ) and Bitwise Bitcoin Strategy Optimum Roll ETF (BITC).
In summary, Bitwise’s “Bitwise Is Interesting” campaign represents a strategic and creative approach to promoting expertise in the cryptocurrency asset space. Leveraging Jonathan Goldsmith’s iconic persona and reaching a broad audience through a variety of media channels, Bitwise is seeking to solidify its position as a leading expert in cryptocurrency investing. This campaign is not only an important marketing exercise, but also reflects expectations regarding the evolving cryptocurrency landscape and regulatory developments in the ETF space.
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