What is an NFT?? An NFT is a ‘Non Fungible Token’ which can be purchased on a blockchain like OpenSea. NFT’s are digital assets that can turn into music, art, animation, videography and even scent. NFT’s have a unique ownership encrypted into them once purchased, therefore they can not be traded like Bitcoin. This is one of the many selling points to NFT’s.
Concept Mike Perry art on Vans
My concept is based around the theme of community and art. For this marketing campaign with size? and Vans, I am going to launch an exclusive NFT collection that consumers can buy through a third party site like OpenSea. There will be a competition, involving size and vans community where young, emerging artists will design an NFT and submit it. The winners will collaborate with the artist Fewocious and will be featured on the size? blog as a creator series. The creator series will be featured on TikTok as well as the size? blog, using the hashtags #sizeandvansnftcreator. Every NFT purchased will have the option to have it printed onto a t-shirt, or for an extra a cost, a pair of vans. Each NFT sold will go towards a charity called Create Arts.
Competition
Candidates will scan the QR code on the competition poster, bringing them to the size? x Vans live competition page. The artists will get a chance to win a free pair of vans, a customised t-shirt with the designed NFT on and the chance to design a collection of 4 additional NFT’s to be launched across all social media channels and on OpenSea. Once the winners are chosen, the artists will get 2 weeks to design the rest of their collection. The age range for this competition is 12-24, this will be a necessary field to fill in when applying.
Why? Art work by Fewicious
1. NFT’s are the future. 2. This campaign is a new way of allowing young and emerging artists to gain exposure and create something impactful for size and vans. 3. It involves the NFT community 4. The money raised will go towards Create Arts charity
Campaign Promotion
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This age group is outside of the campaigns • targeted demographic for creators. However, NFT’s target audience is a mixture of all ages, therefore utilising Instagram to create traffic from this platform to OpenSea would be beneficial.
In 2018, 33% of users were between the • ages of 15-24, over half of the users above the age of 35. Our demographic for this campaign is within the 13-25 age range making Twitter less likely to reach our • desired candidates for the competition.
According to Statista, in 2020, 24% of users were 15-25 year old, dropping to 9% for 26-35 years. Sponsored ads would be used in order to promote the campaign.
Timeline strategy
Campaign Outcomes Teaser Poster
Competition Poster