PostFinance x Kingfluencers Kampagne

PostFinance became the first major Swiss retail bank to offer regulated crypto trading in February 2024, and the strategic insight behind the product also defined the campaign. The bank's research had found that people were not avoiding crypto because they lacked interest, but because opening an account on an exchange meant leaving the secure environment of their bank. The product answered that, and so the marketing task was reassurance rather than persuasion, which inverts how crypto is usually sold.

Kingfluencers structured the work across three months in two phases. The first introduced the offering and stayed on mechanics, how a person actually invests securely through an institution they already use. The second widened awareness and introduced a giveaway with one Bitcoin as the prize. That prize is well chosen for a campaign about lowering barriers, because it gave people a reason to engage with the subject without having to spend anything or open anything, which is exactly the hesitation the product was designed around. Ten influencers, 4 micro, 4 mid-tier and 2 macro, published 53 posts on Instagram and TikTok, including street interviews.

Using established Swiss creators for a crypto product does specific work here, since the sector's reputation problem is largely about who is promoting it, and familiar mainstream names carry a different signal than crypto-native promoters.

Kingfluencers reports 2.7M impressions, 1.7M reach and 15K engagements. The conclusion states the campaign reached almost 2 million people, which does not match the 1.7M reach figure on the same page. Driving conversions was a stated objective and no account opening or trading data is given, and all figures are self-reported.