Web3 Marketing with Kuble: Relai relies on digital campaigns for European growth
Bitcoin has evolved far beyond a mere investment experiment. The cryptocurrency is now established as a digital store of value and hedge against inflation. This is precisely where Relai positions itself—a Swiss app designed to make purchasing Bitcoin easy and secure, entirely without third-party custody ("Not your keys, not your coins") and complicated procedures. Users can also conveniently set up a Bitcoin savings plan.
Clearly defined growth strategy
Relai pursues an ambitious growth strategy nationally and internationally. For 2025, this means targeted investments in brand marketing and performance marketing initiatives. Together with Relai's team, we have developed an always-on campaign focused on app downloads and user growth. In parallel, we are executing a branding campaign to enhance Relai's brand awareness, visibility, and core messages.
As a partner, we bring our expertise in strategic marketing, Web3 marketing, and performance marketing—from conceptualization to data-driven optimization.
App acquisition in focus: Always-on campaign
Our first priority is continuously increasing app downloads. The target audience: Users with a strong affinity for Bitcoin. The challenge: Many relevant platforms restrict or inconsistently allow crypto-related content.
Leveraging our Web3 marketing experience, we navigate these policy environments precisely. We select suitable channels, craft targeted messages, and ensure compliance without compromising effectiveness.
These campaigns are already live in Switzerland and Italy and are continuously optimized based on metrics such as cost-per-install, conversion rates, and retention.
Boosting visibility: Branding campaign in Zurich and Milan
The second step emphasizes strengthening brand presence. Together with Relai, we developed an impactful campaign targeting financially and crypto-savvy audiences in urban centers like Zurich and Milan.
The media mix spans Digital Out-of-Home, social media, Google advertising, video platforms, and influencer collaborations. The goal is daily visibility among target groups, using messaging that blends rational arguments (such as preserving purchasing power and long-term value growth) with emotional values like financial freedom.
The message remains visually and content-wise clear: Bitcoin as a smart alternative to traditional savings methods and FIAT currencies.
MiCA license as a growth accelerator
A key element for further international rollout is the MiCA license that Relai has applied for. Its imminent approval will significantly simplify market entry into countries like Germany, France, and Spain. Licensed providers enjoy greater acceptance on many platforms, directly enhancing trust and visibility.
Together with Relai, we are preparing the next phase of campaign strategy, focusing on local relevance—linguistically, tonally, and through the choice of appropriate channels. Our aim is a scalable, market-tailored campaign architecture that boosts brand awareness while delivering measurable performance results.
