Summary
TLDR: Binance’s female-targeted ad campaign for International Women’s Day, centered around a perfume called “Eau de Binance,” backfired with many in the crypto community mocking it as sexist. The campaign involved offering perfume samples to women to discuss investing in crypto, leading to backlash on Twitter. Critics suggested the company focus on hiring more women internally instead of using perfume to attract female investors. Binance’s Chief Marketing Officer defended the campaign, stating it was meant to spark dialogue about gender equality in crypto.
Key Points
1. Binance’s female-targeted ad campaign for International Women’s Day, featuring a perfume called “CRYPTO,” received backlash and mockery from the crypto community for being perceived as clumsy and even sexist.
2. The campaign involved Binance employees offering samples of the perfume to women at an outdoor mall in Bahrain in an attempt to engage them in conversations about crypto and investing in digital assets.
3. Critics on Twitter called out the campaign for reinforcing gender stereotypes and suggested that Binance focus on hiring more women internally and creating more meaningful initiatives to promote gender equality in the crypto space.