Block Launches National Campaign to Attract New Bitcoin Users

Block has kicked off an advertising campaign titled Bitcoin Does. The project aims to reach approximately 60 million Americans who are curious about the asset but have yet to make their first transaction.

Maria Pesce, head of Bitcoin marketing at Block, states that the ads focus on real-world utility. The videos avoid complex terms about mining or blockchain to prioritize how money functions in daily life.

Content was shaped by user concerns regarding inflation and financial bailouts. Merchants using the Square system described Bitcoin as a more honest form of money during the company's research.

Beyond the campaign, Block promoted practical actions at events like ComplexCon. Participants were able to make payments using the Lightning network and interact with the ecosystem directly.

The strategy reflects an effort to simplify the user experience by treating Bitcoin with the same ease of use as email. The company also highlights zero processing fees for Bitcoin transactions within the Square ecosystem.