{"id":23355,"date":"2026-05-25T06:25:30","date_gmt":"2026-05-25T06:25:30","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23355"},"modified":"2026-05-25T06:25:30","modified_gmt":"2026-05-25T06:25:30","slug":"coinbases-product-focused-marketing","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23355","title":{"rendered":"Coinbase’s product-focused marketing"},"content":{"rendered":"
\n

Security footage of traders leaving to go home at the end of the workday is punctuated by a score that would be at home in a thriller and a voice-over that questions the traders\u2019 schedule: \u201cWhy do they get to decide when you can trade?\u201d<\/p>\n

It\u2019s a question that\u2019s designed to make viewers think about how the financial world works\u2014and whether or not it works for them.<\/p>\n

That\u2019s what Coinbase is aiming for with its latest campaign by its in-house team, which includes four new product-focused spots, and expands on the brand\u2019s focus from crypto to finance as a whole, Catherine Ferdon, Coinbase CMO, told us.<\/p>\n

\u201cWe\u2019re sitting at the nexus of two industries that don\u2019t exactly give people the warm and fuzzies: Big Tech and finance,\u201d Ferdon said. \u201cWhat we\u2019re really focused on is giving a voice to a utility that straddles those two industries.\u201d<\/p>\n

To do that, this year, Coinbase is creating spots that prompt viewers to question why things are the way that they are, and the new campaign, \u201cHidden in Plain Sight,\u201d builds on that approach. Creating something provocative is the point. <\/p>\n

\u201cThere\u2019s constant regulatory scrutiny in a really, ever-evolving landscape for the field that we play in,\u201d Ferdon said. \u201cWhen you have that situation on the field, the very first instinct is to generate a very sterile brand. And I think we\u2019ve gone a different way.\u201d<\/p>\n