Let’s take a look at some tried and true marketing objectives and how NFTs are being used to reimagine them.
Much of the early activity around NFTs involves the creation of digital collectibles. It’s a perfect entry point for brands looking to get involved — look to create your own collection that is relevant to your brand and that captivates your customer.
A great example of an NFT collection that had relevance to the brand was released by the Campbell Soup Company in summer 2021. Of course, Campbell’s Soup has a long association with art, dating back to the iconic Andy Warhol soup can series. In concert with the release of a new can design, Campbell’s released a collection of 100 Campbell’s authenticated NFT art pieces titled “AmeriCANa — SOPHIA CHANG X CAMPBELL’S.” Created by celebrated street artist Sophia Chang, the NFTs were made available for purchase via NTWRK with proceeds benefiting Feeding America, a long-standing partner with Campbell in fighting food insecurity.
While most examples of brands releasing their own NFT collections involve making NFTs available for purchase, another marketing approach to consider is creating a giveaway. Clinique did just that with its first foray in the space with the release of a limited edition NFT set called “MetaOptimist.” Instead of setting up the NFTs for sale, Clinique ran a competition to give away three NFTs to members of its Smart Rewards program who shared stories of optimism and hope for the future on social media. In addition to NFTs, winners also received free complimentary physical products. Clinique’s execution gets high marks for not merely creating excitement in the brand but also tying in its loyalty marketing program.