NFT Campaigns: What Businesses Need to Consider

Although NFTs are not a panacea, they add another approach to the pool of communication options. Before considering NFT campaigns, brand managers should carefully consider the opportunities. And also if these match your strategy:

Clarify the setup

Before starting the planning, the technical and accounting aspects must be taken into account. Not all companies own cryptocurrency and can create their own wallet. Where this option does not exist, reputable service providers may be required to support these parts.

find partners

Closed communities often operate around crypto and NFTs, comprising many gamers, computer scientists, investors, art enthusiasts, and collectors. It is not so easy for businesses and marketing campaigns to find the right entry point. That’s why strong partners are needed to open the doors: in addition to service providers who support NFT auctions, for example, NFT newcomers also need suitable implementation partners for press support. and website. Important to know: Web3, the web environment of the Metaverse, differs greatly from the usual web concepts. The search for specialist partners is therefore worthwhile.

This also applies to cooperation with actors already active in the metaverse – for example artists who deal with digital art. Crypto art collective ART2PEOPLE has interpreted the G-Class in digital designs for Mercedes Benz, which are offered as NFTs. Absolut Vodka organized a public exhibition of digital artworks for The Absolut Art of Togetherness campaign. At the same time, the works could be seen worldwide as NFT art on the Internet. Interfaces with gaming, fashion or partnerships between two brands are also attracting new perspectives: Gucci and Superplastic, producers of VIP and NFT collectibles, have jointly launched a series of NFTs for a collection of handmade ceramic sculptures. the hand.

take criticism seriously

The global gaming industry and representatives of Gen Z still seem to have great faith in cryptocurrency and NFTs – but there are also many naysayers. It is therefore important for companies and brands to check whether NFT campaigns correspond to their own strategy and communication. When implementing such a campaign, companies are generally well advised to conduct crisis monitoring and develop contingency plans including FAQs.

Once the mentioned obstacles are overcome, the most creative work begins.

Determine the direction of the campaign

Should the campaign build customer loyalty, boost digital product sales, or brand image? Who is it aimed at: target groups close to the brand or new target groups? Anyone who offers loyalty and bonus programs or other benefits in the Metaverse can, for example, take a new path to customer loyalty. Depending on the objective, a campaign can then be oriented in the direction of awareness or commitment.

Find and set up distribution channels

Where should the campaign be broadcast, where does it find the right resonance and which target group uses which platform? Channels such as Facebook, Pinterest or YouTube play a more secondary role, as they are often restricted by law on cryptocurrency advertising. In the case of Instagram, it remains to be seen to what extent users accept the NFT support feature. And on Twitter, there is a critical audience. Discord or Telegram are more important for NFTs because that’s where the community is on the move. Email marketing or other more traditional channels may also be appropriate. One thing is certain: different goals require different channel strategies.

AR integration of NFTs on Instagram, © Instagram

Get ready for tomorrow today

The NFT market also reacts sensitively to global crises like the one we are currently experiencing. But anyone who sees potential in NFTs should break all reservations and try the opportunities to generate learnings now. When the next wave comes, you are fit and can paddle straight to it.

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