Campaign Brief

Theme: eToro customers can convert BTC holdings into IBIT (BlackRock's iShares Bitcoin Trust ETF) for better margin/leverage benefits.

Key Message: Same Bitcoin exposure, more margin power. IBIT by BlackRock gives you the same BTC price exposure as an ETF — which means better margin rates on eToro vs holding spot crypto.

Target Audiences:

Existing eToro BTC holders — "Upgrade your Bitcoin"

New customers interested in regulated Bitcoin exposure

Margin traders who want more leverage on Bitcoin exposure

Partnership: eToro + BlackRock = retail meets institutional

eToro × BlackRock IBIT Campaign Strategy

Campaign: Convert BTC to IBIT for More Margin

Market Context

Bitcoin ETF Landscape (Feb 2026):

Bitcoin spot ETFs approved Jan 2024; IBIT (iShares Bitcoin Trust by BlackRock) is the largest by AUM

BlackRock manages $10T+ globally — the world's largest asset manager

IBIT has attracted massive institutional and retail inflows since launch

Bitcoin ETFs provide regulated, traditional-finance exposure to BTC price movements

The Margin Opportunity:

On eToro, holding spot crypto (BTC) has higher margin requirements than holding an ETF

IBIT tracks BTC price but is classified as an ETF — meaning ETF-level margin rates apply

For margin traders, this means: same Bitcoin exposure, lower margin requirements, more buying power

This is a structural advantage of the ETF wrapper vs spot crypto

Why Now:

BTC remains a top-held asset on eToro

Many holders don't realise they could get better margin terms by switching to IBIT

BlackRock brand adds institutional trust and credibility

Growing awareness of Bitcoin ETFs among retail investors

---

Audience Segments

Segment 1: Existing eToro BTC Holders — "Upgrade Your Bitcoin"

**Profile:** Already hold BTC on eToro. Familiar with crypto. May or may not use margin.

**Pain point:** Higher margin requirements on spot crypto; unregulated asset wrapper

**Message:** "You already believe in Bitcoin. Is it time to get more from your position? IBIT gives you the same BTC exposure with ETF-level margin rates."

**CTA:** Explore IBIT on eToro

**Tone:** Informational, upgrade-oriented

Segment 2: New Customers — Regulated Bitcoin Exposure

**Profile:** Interested in Bitcoin but cautious. Prefer regulated instruments. May be new to eToro.

**Pain point:** Crypto feels risky/unregulated; want institutional backing

**Message:** "Interested in Bitcoin but want a regulated route? IBIT by BlackRock is the world's largest Bitcoin ETF — available on eToro."

**CTA:** Open account / Discover IBIT

**Tone:** Educational, trust-building

Segment 3: Margin Traders — More Leverage on Bitcoin

**Profile:** Active traders using margin/leverage. Understand CFDs (EU/UK) or margin accounts (US).

**Pain point:** Want maximum exposure to BTC price with minimum capital commitment

**Message:** "Could IBIT give you more margin on Bitcoin? As an ETF, IBIT may offer lower margin requirements than spot BTC — potentially freeing up capital."

**CTA:** Compare BTC vs IBIT margin rates

**Tone:** Technical, data-driven

---

Regional Strategy

UK (FCA Regulated)

IBIT available as ETF; margin via CFDs

**Compliance:** Full CFD disclaimer required (71% loss rate)

**Messaging:** Emphasise regulated ETF wrapper + BlackRock backing

**Note:** Crypto is unregulated in UK — IBIT offers regulated alternative

**Disclaimer:** CFD + crypto + ETF risk warnings

EU (CySEC Regulated)

IBIT availability varies by country — **flag: may not be available in all EU markets**

Margin via CFDs where available

**Compliance:** CFD disclaimer, MiFID II requirements

**Messaging:** Focus on institutional quality (BlackRock) + regulated exposure

**Note:** Some EU countries restrict crypto ETF distribution to retail — verify per market

US

IBIT widely available as ETF

**No CFDs** — margin structure differs (Reg T margin)

**Compliance:** SEC-regulated ETF, standard ETF disclaimers

**Messaging:** "The world's largest Bitcoin ETF, now on eToro"

**Note:** Different margin framework — do not reference CFDs for US audience

Global / Rest of World

Availability varies — **must verify IBIT availability per jurisdiction**

**Compliance:** Apply most conservative disclaimer set

**Messaging:** Educational angle — what is IBIT and why does it matter

---

Regional Availability Warning

⚠️ IBIT may not be available in all regions or to all customer types. Marketing materials must include availability caveats. Verify with Legal/Compliance before launching in each market.

---

Key Campaign Pillars

1. Same Exposure, Better Terms — IBIT tracks BTC price; ETF wrapper = potentially lower margin

2. Institutional Trust — BlackRock is the world's largest asset manager

3. Regulated Route to Bitcoin — ETF vs unregulated crypto

4. eToro × BlackRock — Retail meets institutional; best platform meets biggest manager

Success Metrics

IBIT page views and searches on eToro

BTC-to-IBIT conversion rate (users who sell BTC and buy IBIT)

New account signups attributed to campaign

CTR and engagement across paid channels

Margin utilisation changes among converters

Headlines — eToro × BlackRock IBIT Campaign

20 Compliant Headline Variants

"Upgrade" Angle

1. Is it time to upgrade your Bitcoin exposure?

2. Same Bitcoin. Could IBIT offer you more?

3. What if your Bitcoin could work harder for you?

4. Have you considered the ETF route to Bitcoin?

5. Could an ETF wrapper change how you trade Bitcoin?

"BlackRock + eToro" Angle

6. BlackRock's Bitcoin ETF. Now on eToro.

7. When the world's largest asset manager meets Bitcoin — are you ready?

8. eToro × BlackRock: A new way to access Bitcoin?

9. The world's largest Bitcoin ETF. Have you explored it?

10. BlackRock + eToro: Is this the institutional route to Bitcoin?

"Margin / Better Terms" Angle

11. Same Bitcoin exposure. Potentially better margin rates.

12. Could IBIT give you more margin on your Bitcoin position?

13. ETF-level margin on Bitcoin exposure — is it time to explore IBIT?

14. What if you could get more from the same Bitcoin price movement?

15. Margin traders: have you compared BTC vs IBIT?

"Educational / Comparison" Angle

16. BTC or IBIT? Understanding your Bitcoin options on eToro.

17. Why are traders exploring IBIT instead of holding BTC?

18. Spot crypto vs Bitcoin ETF — what's the difference for your margin?

19. IBIT explained: BlackRock's Bitcoin Trust in simple terms.

20. From BTC to IBIT: Is the switch right for you?

---

*All headlines use question format or balanced informational tone per compliance guidelines. No directives or guaranteed-outcome language.*

Social Posts — eToro × BlackRock IBIT Campaign

10 Social Media Posts

Post 1 — Awareness (LinkedIn/X)

Same Bitcoin exposure. Potentially better margin.

IBIT by BlackRock is the world's largest Bitcoin ETF — and it's available on eToro. As an ETF, it may offer different margin terms compared to holding spot BTC.

Is it time to explore a new way to access Bitcoin?

🔗 Learn more on eToro

*Past performance is not a reliable indicator of future results. Your capital is at risk.*

---

Post 2 — Educational (Instagram/Facebook)

Did you know? 🧠

BlackRock's iShares Bitcoin Trust (IBIT) tracks the price of Bitcoin — but as a regulated ETF, not a crypto asset.

What does that mean for you? Potentially different margin requirements on eToro.

Explore IBIT → link in bio

*The value of your investments can go down as well as up.*

---

Post 3 — Comparison (X/LinkedIn)

BTC vs IBIT — What's the difference?

✅ Same underlying Bitcoin price exposure

✅ IBIT is a regulated ETF by BlackRock

✅ ETF-level margin rates may apply

✅ Available on eToro

Thinking about how you access Bitcoin? It might be worth comparing.

*Trading on margin carries a high level of risk and may not be suitable for all investors.*

---

Post 4 — Trust/Authority (LinkedIn)

eToro × BlackRock

When the world's best social investing platform meets the world's largest asset manager ($10T+ AUM), interesting things happen.

IBIT — BlackRock's iShares Bitcoin Trust — is now available for trading on eToro. A regulated ETF route to Bitcoin exposure.

Have you explored it yet?

*Past performance is not a reliable indicator of future results.*

---

Post 5 — Margin Focus (X)

Margin traders — have you compared?

Holding spot BTC vs holding IBIT on eToro could mean different margin requirements for the same Bitcoin price exposure.

IBIT is an ETF. ETFs and crypto have different margin frameworks.

Worth a look? 👀

*Trading on margin carries a high level of risk and may not be suitable for all investors. Your capital is at risk.*

---

Post 6 — New Customer (Facebook/Instagram)

Interested in Bitcoin but prefer a regulated route? 🏦

IBIT by BlackRock is the world's largest Bitcoin ETF — offering exposure to Bitcoin's price within a regulated ETF structure.

Now available on eToro. Is it time to explore?

*The value of your investments can go down as well as up. You may get back less than you invest.*

---

Post 7 — Story/Reel Hook (Instagram/TikTok)

POV: You just discovered you can get Bitcoin exposure through BlackRock's ETF on eToro 🤯

IBIT = Same BTC price exposure. ETF wrapper. Potentially better margin terms.

Is it time to explore?

*Your capital is at risk. Past performance is not a reliable indicator of future results.*

---

Post 8 — Data Point (X/LinkedIn)

IBIT by BlackRock: The world's largest Bitcoin ETF.

Since launching in January 2024, IBIT has become the dominant Bitcoin ETF by assets under management.

Now you can trade it on eToro alongside spot BTC — and compare margin terms for yourself.

*The value of your investments can go down as well as up.*

---

Post 9 — CTA Focus (Facebook)

Already holding BTC on eToro? 🔄

You might want to explore IBIT — BlackRock's Bitcoin ETF that tracks the same price but with ETF-level margin rates.

Same exposure. Different structure. Could it work for you?

Explore IBIT on eToro →

*Cryptoassets are unregulated in some EU countries and the UK. No consumer protection. Your capital is at risk.*

---

Post 10 — Weekend/Casual (Instagram)

Your Bitcoin. Your choice. 🪙

Hold BTC directly — or explore IBIT, BlackRock's Bitcoin ETF, for potentially different margin terms on eToro.

Two ways to access Bitcoin price. One platform.

Which suits your strategy?

*Trading on margin carries a high level of risk. Past performance is not a reliable indicator of future results.*

---

*All posts comply with Shifra's rules: questions not directives, balanced information, appropriate disclaimers.*

Ad Copy — eToro × BlackRock IBIT Campaign

Meta Ads (3 Variants)

Meta 1 — Awareness

Primary text: BlackRock's iShares Bitcoin Trust (IBIT) is the world's largest Bitcoin ETF — and it's available on eToro. Same Bitcoin price exposure, but within a regulated ETF structure. Could IBIT offer you different margin terms? Explore now.

Headline: Is It Time to Explore IBIT?

Description: BlackRock's Bitcoin ETF. Now on eToro.

CTA: Learn More

*The value of your investments can go down as well as up. You may get back less than you invest. Past performance is not a reliable indicator of future results.*

---

Meta 2 — Existing BTC Holders

Primary text: Already holding Bitcoin on eToro? IBIT by BlackRock gives you the same BTC price exposure — but as an ETF. That could mean ETF-level margin rates instead of crypto margin rates. Is it worth exploring the switch?

Headline: Same Bitcoin. Potentially Better Margin.

Description: Compare BTC vs IBIT on eToro.

CTA: Explore IBIT

*Trading on margin carries a high level of risk and may not be suitable for all investors. Your capital is at risk.*

---

Meta 3 — New Customers

Primary text: Interested in Bitcoin but want a regulated approach? IBIT by BlackRock is the world's largest Bitcoin ETF — offering Bitcoin price exposure within an ETF wrapper. Trade it on eToro, the world's leading social investing platform.

Headline: Bitcoin Exposure, the BlackRock Way

Description: IBIT — regulated Bitcoin ETF on eToro.

CTA: Open Account

*The value of your investments can go down as well as up. Cryptoassets are unregulated in some EU countries and the UK. No consumer protection.*

---

Google Ads (3 Variants)

Google 1 — Search (Brand + IBIT)

Headlines (30 chars each):

IBIT on eToro | Trade Now

BlackRock's Bitcoin ETF

Same BTC Exposure, ETF Rates

Descriptions (90 chars each):

Explore IBIT — BlackRock's Bitcoin ETF on eToro. ETF-level margin rates may apply.

The world's largest Bitcoin ETF. Trade IBIT alongside BTC on eToro. Learn more.

*Your capital is at risk. Past performance is not a reliable indicator of future results.*

---

Google 2 — Search (Margin)

Headlines:

Better Margin on Bitcoin?

IBIT: Bitcoin as an ETF

Explore ETF Margin Rates

Descriptions:

IBIT by BlackRock tracks BTC price as an ETF — potentially different margin terms on eToro.

Compare spot BTC vs IBIT margin rates. Same exposure, different structure. Explore on eToro.

*Trading on margin carries a high level of risk and may not be suitable for all investors.*

---

Google 3 — Display

Headline: Is It Time to Explore IBIT?

Description: BlackRock's Bitcoin ETF — the world's largest. Now on eToro with ETF-level margin rates.

CTA: Explore IBIT

*The value of your investments can go down as well as up. You may get back less than you invest.*

---

TikTok Ads (2 Variants)

TikTok 1 — Hook: "Wait, you're still holding spot BTC?"

Script concept:

"Did you know BlackRock — the world's largest asset manager — has a Bitcoin ETF? It's called IBIT, and it gives you the same Bitcoin price exposure… but as a regulated ETF. On eToro, that could mean different margin terms. Might be worth exploring."

Text overlay: IBIT by BlackRock | Same BTC exposure | ETF margin rates | On eToro

CTA: Explore IBIT on eToro

*Your capital is at risk. Past performance is not a reliable indicator of future results.*

---

TikTok 2 — Hook: "The smartest Bitcoin move nobody's talking about"

Script concept:

"BlackRock's IBIT is the world's largest Bitcoin ETF. Same price exposure as holding BTC — but it's an ETF. On eToro, that means ETF-level margin rates could apply. Is it time to compare?"

Text overlay: eToro × BlackRock | IBIT = BTC as ETF | Explore margin benefits

CTA: Learn More on eToro

*Trading on margin carries a high level of risk. The value of your investments can go down as well as up.*

---

*All ad copy uses compliant language: questions, balanced info, full disclaimers. No guaranteed returns.*

Email Sequence — eToro × BlackRock IBIT Campaign

3-Email Sequence: Educate → Compare → Convert

---

Email 1: Educate — "What is IBIT?"

Subject line: Have you heard of BlackRock's Bitcoin ETF?

Preview text: IBIT is the world's largest Bitcoin ETF — here's what you should know.

Body:

Hi {{first_name}},

You may already know Bitcoin. But have you explored IBIT?

IBIT (iShares Bitcoin Trust) is BlackRock's Bitcoin ETF — and it's become the world's largest Bitcoin ETF since launching in January 2024.

What does IBIT do?

Tracks the price of Bitcoin

Structured as a regulated ETF

Backed by BlackRock, the world's largest asset manager ($10T+ AUM)

Available to trade on eToro

In simple terms: IBIT gives you exposure to Bitcoin's price movements, but within an ETF wrapper rather than holding spot cryptocurrency.

Why does that matter? We'll explain in our next email — including how it could affect your margin terms on eToro.

[Explore IBIT on eToro →]

Best regards,

The eToro Team

---

*The value of your investments can go down as well as up. You may get back less than you invest. Past performance is not a reliable indicator of future results. Cryptoassets are unregulated in some EU countries and the UK. No consumer protection. Your capital is at risk. IBIT availability may vary by region.*

---

Email 2: Compare — "BTC vs IBIT: What's the Difference?"

Subject line: BTC vs IBIT — have you compared?

Preview text: Same Bitcoin exposure, different structure. Here's what that could mean for margin.

Body:

Hi {{first_name}},

Last time, we introduced IBIT — BlackRock's Bitcoin ETF. Today, let's compare it with holding spot BTC on eToro.

| | **Spot BTC** | **IBIT (ETF)** |

|---|---|---|

| **Price exposure** | Bitcoin | Bitcoin | | **Asset type** | Cryptocurrency | Regulated ETF | | **Issuer** | Decentralised | BlackRock (iShares) | | **Margin category** | Crypto rates | ETF rates | | **Regulation** | Unregulated in some regions | Regulated ETF |

The key difference for traders: Because IBIT is classified as an ETF, it falls under ETF margin requirements on eToro — which may be different from crypto margin requirements.

For the same Bitcoin price exposure, this could mean different margin terms depending on which instrument you hold.

Is it worth exploring? That depends on your trading strategy and goals.

[Compare BTC vs IBIT on eToro →]

Best regards,

The eToro Team

---

*Trading on margin carries a high level of risk and may not be suitable for all investors. CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 71% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you understand how CFDs work, and whether you can afford to take the high risk of losing your money. Past performance is not a reliable indicator of future results.*

---

Email 3: Convert — "Is It Time to Explore IBIT?"

Subject line: Is it time to upgrade your Bitcoin exposure?

Preview text: Three steps to potentially better margin terms on your Bitcoin position.

Body:

Hi {{first_name}},

Over the past two emails, you've learned about IBIT and how it compares to spot BTC. Now, if you're considering making a change, here's how it could work:

3 Simple Steps:

1️⃣ Review your BTC position — Check your current Bitcoin holding and margin terms on eToro

2️⃣ Explore IBIT — Research BlackRock's Bitcoin ETF, including its margin requirements on eToro

3️⃣ Consider the switch — If IBIT's ETF-level margin terms suit your strategy, you could sell your BTC position and open an IBIT position

Important to consider:

Selling BTC and buying IBIT are separate transactions — market conditions may change between them

Tax implications may apply — consult your tax adviser

IBIT availability varies by region

Margin trading carries significant risk

eToro × BlackRock — The world's leading social investing platform meets the world's largest asset manager.

Is it the right move for you? Only you can decide — but the option is there to explore.

[Explore IBIT on eToro →]

Best regards,

The eToro Team

---

*CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 71% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you understand how CFDs work, and whether you can afford to take the high risk of losing your money. The value of your investments can go down as well as up. You may get back less than you invest. Past performance is not a reliable indicator of future results. Trading on margin carries a high level of risk and may not be suitable for all investors. Cryptoassets are unregulated in some EU countries and the UK. No consumer protection. Your capital is at risk.*

Push Notifications — eToro × BlackRock IBIT Campaign

5 Variants

Push 1 — Awareness

Title: BlackRock's Bitcoin ETF is on eToro

Body: IBIT — the world's largest Bitcoin ETF — is available to trade. Have you explored it?

Push 2 — Margin Angle

Title: Could IBIT offer better margin on Bitcoin?

Body: Same BTC price exposure, ETF-level margin rates. Compare BTC vs IBIT on eToro.

Push 3 — Existing BTC Holders

Title: Already holding BTC on eToro?

Body: Explore IBIT by BlackRock — same Bitcoin exposure, potentially different margin terms. Is it time to compare?

Push 4 — Trust/Authority

Title: eToro × BlackRock

Body: The world's largest asset manager meets the world's leading social investing platform. Explore IBIT.

Push 5 — Educational

Title: BTC or IBIT? Know the difference.

Body: One is spot crypto. One is a regulated ETF by BlackRock. Both track Bitcoin. Explore your options on eToro.

---

*All notifications link to IBIT landing page. Disclaimers shown on landing page. Push copy kept short per platform limits.*

Distribution Plan — eToro × BlackRock IBIT Campaign

Paid Channels

Meta (Facebook + Instagram)

**Budget split:** 40% of paid budget

**Formats:** Feed (1080×1080), Stories (1080×1920), Reels

**Audiences:**

- Custom: Existing BTC holders on eToro (CRM upload)

- Lookalike: Similar to BTC holders

- Interest: Bitcoin, ETFs, BlackRock, margin trading, investing

**Placements:** Feed, Stories, Reels, Explore

**Geo:** UK, EU (where IBIT available), US, Global

**Exclusions:** Regions where IBIT not available

Google Ads

**Budget split:** 30% of paid budget

**Search:** Brand + IBIT keywords, "bitcoin ETF", "IBIT eToro", "blackrock bitcoin"

**Display:** Financial sites, crypto news, trading forums

**YouTube:** Pre-roll 15s/30s video ads

**Geo:** Same as Meta

TikTok

**Budget split:** 15% of paid budget

**Formats:** In-feed video, Spark Ads

**Audiences:** 25-45, finance interest, crypto interest

**Note:** Compliance review required per TikTok financial ad policies

X (Twitter)

**Budget split:** 10% of paid budget

**Formats:** Promoted tweets, timeline takeover

**Audiences:** Finance/crypto followers, @BlackRock followers

**Targeting:** Keywords: Bitcoin, IBIT, ETF, margin trading

Programmatic Display

**Budget split:** 5% of paid budget

**Networks:** Google Display Network, financial publisher direct

**Formats:** 728×90, 300×250, 160×600

---

Owned Channels

Email

**Sequence:** 3-email drip (Educate → Compare → Convert)

**Segment 1:** Existing BTC holders (priority)

**Segment 2:** Active traders using margin

**Segment 3:** All registered users interested in crypto

**Timing:** Email 1 on launch, Email 2 at +3 days, Email 3 at +7 days

Push Notifications

**5 variants** A/B tested

**Segments:** BTC holders, margin users, all crypto traders

**Timing:** Staggered across first 2 weeks

In-App

**Banner:** IBIT promotion on BTC instrument page

**Card:** Discovery feed card about IBIT

**Tooltip:** "Did you know?" on margin info for BTC holders

Website

**Landing page:** Dedicated IBIT campaign page (10 languages)

**Blog post:** "Understanding IBIT: BlackRock's Bitcoin ETF"

**Homepage banner:** Rotating hero slot

Social (Organic)

**10 posts** across LinkedIn, X, Instagram, Facebook, TikTok

**Cadence:** 2-3 posts per week over 4 weeks

**Engagement:** Reply to questions, share educational content

---

Partner/PR

BlackRock Co-Marketing

Explore joint announcement or co-branded content

BlackRock social media mention/share

Joint webinar: "Bitcoin ETFs and the Future of Crypto Investing"

PR

Press release: "eToro Highlights IBIT as Margin-Efficient Bitcoin Exposure"

Media targets: CoinDesk, The Block, Bloomberg, FT, Reuters

Influencer partnerships: Crypto/finance YouTubers and X accounts

---

Timeline

| Week | Activity |

|------|----------|

| Week 1 | Launch email 1, social posts 1-3, paid ads go live, push notification 1 | | Week 2 | Email 2, social posts 4-6, push 2-3, in-app banners live | | Week 3 | Email 3, social posts 7-9, push 4-5, retargeting ramp up | | Week 4 | Social post 10, performance review, optimise top performers | | Week 5-8 | Ongoing optimisation, scale winners, pause underperformers |

---

KPIs & Tracking

| Metric | Target |

|--------|--------|

| IBIT page views | 500K in first month | | IBIT positions opened | 10K new positions | | BTC→IBIT conversions | 5K conversions | | New signups (attributed) | 2K new accounts | | Email open rate | 25%+ | | Ad CTR | 1.5%+ (social), 3%+ (search) | | Landing page conversion | 5%+ |

---

Compliance Checkpoints

[ ] All ad copy reviewed by Compliance

[ ] Regional availability confirmed (Legal)

[ ] CFD disclaimers correct per region

[ ] Landing page disclaimers approved

[ ] TikTok financial ad policy compliance

[ ] BlackRock co-branding approval

Compliance Checklist

✅ All headlines use question format (not directives)

✅ Benefits balanced with risks throughout

✅ No guaranteed returns language

✅ "Is it time to" format used (not "you should")

✅ CFD disclaimers included for UK/EU content

✅ Crypto disclaimer included where crypto referenced

✅ ETF risk disclaimer included

✅ Past performance disclaimer included

✅ Margin risk warning included

✅ Regional availability caveat included

✅ BlackRock trademark acknowledgement on landing page

⬜ Awaiting: Legal review per region

⬜ Awaiting: BlackRock co-branding approval

⬜ Awaiting: Shifra/Compliance final sign-off