The 5 Branded NFT Projects That Made the Most Noise

For a little over a year now, marketing has acquired a new tool to promote brands: NFTs. These non-fungible tokens, unique and tamper-resistant digital objects, can be offered to the most loyal customers or simply bought by those who want to. To help brands get started, The Metrics Factory, a social data agency, has set up an Observatory of brand NFT projects. In front of Strategiesit has compiled a ranking of the five projects that have generated the most online noise in the past 12 months, based on the number of mentions on the internet (online media, blogs, forums, etc.) and social networks (Twitter, Facebook , Youtube) .

1. Gucci and its SuperGucci project

In January 2022, the luxury house partnered with Superplastic, a brand of digital characters. The result is 250 NFTs, released in three phases, designed by Gucci’s design manager, Alessandro Michèle, around Superplastic’s flagship characters, Janky and Guggimon. For the first part of this operation, 10 NFTs were put up for sale on February 1. In addition to the ownership of their NFT, buyers received an exclusive ceramic sculpture, the physical double. “Several NFT projects, such as Gucci’s, make connections between real and virtual worlds. It reassures the brands, but also the users, because it can maintain a connection with the world we know and thus reach a wider audience.explains Quentin Gressien, CEO of The Metrics Factory.

In total, this initial launch generated 26,000 mentions both online and on social networks, allowing Gucci to appear at the top of this ranking. “NFTs have so consumed media noise that we could expect higher volumesnotes the boss of The Metrics Factory. A lot of projects are talked about when the launch is announced, sometimes during mining, and then it runs out completely. Today, brands are very much about objects of communication with NFTs. †

2. Louis Vuitton and its NFTs in Louis: The Game

To celebrate the 200th anniversary of the founder’s birth, Louis Vuitton designed a comprehensive branded content program in August 2021, including the mobile game Louis: the game† This included a collection of 30 NFTs, designed in part by digital artist Beeple. “In many projects there is a real artistic reflection that can bridge a web3 audience that knows the chosen virtual artist”, analyzes Quentin Gressien. In this particular case, the NFTs were not marketed but offered in an educational or even pedagogical logic, according to Louis Vuitton CEO Michael Burke.

“Luxury is the most active sector on NFTs. It is an industry that has always been at the forefront of technologies, mainly because it is a very competitive environment, which explains why when a player goes there, his competitors are obliged to join in as well. † In addition, NFTs influence many values ​​in line with luxury, such as the notion of collection and rarity.”, sums up the boss of The Metrics Factory. Louis Vuitton NFTs generated 9,753 listings.

3. Ray-Ban and his NFT glasses designed with the artist Extraweg

In October 2021, Ray-Ban auctioned the first NFT sunglasses, designed in collaboration with German artist Oliver Latta, aka Extraweg, known for his provocative 3D motion design videos. This NFT pair, auctioned on the platform, resulted in 4,300 mentions on the internet and social networks. “It is difficult for brands to continue the project in the long term, beyond the announcement effect”notes the CEO of The Metrics Factory.

4. Carrefour and its NFBees

It is the only non-luxury brand in this top 5, with 3,900 entries. After buying land in The Sandbox metaverse, Carrefour sold NFTs in bee form on May 7, hence the name NFBees. The idea was to raise public awareness about saving bees by selling NFTs that represent: “Bee-pollinated fruits and vegetables that could one day disappear from supermarket shelves”, the distributor states in a press release. 15 NFBees would be offered for sale at the (starting) price of 5 SAND (the cryptocurrency of The Sandbox), or about 15 euros. The amount thus collected would be donated to the Beefound of the Fondation de France.

“Carrefour has an interesting approach. While many NFT launches are one-off initiatives, we have a longer-term strategy here, with the Sandbox metaverse and NFTs. These NFBees are also part of a CSR approach »Quentin Gressien says. But he says NFTs sometimes need time to flow outside of media coverage. “Carrefour, which had sequenced the sale of its NFTs, needed some time to sell them. We see that very French projects are selling less quickly. This is because the majority of NFT carriers are located in the United States. †

5. Hublot and his collaboration with Takashi Murakami

On the occasion of the Watches & Wonders international watch fair in Geneva last April, Hublot presented two NFT digital works, designed in collaboration with the artist Takashi Murakami, who had already designed two limited edition watches for Hublot. 216 copies of the first work were available, 108 of the second. These copies were offered as a priority to owners of one of the two watches made by the artist. “Beyond the purpose of communication, NFTs can be used in a logic of loyalty. They could revolutionize direct marketing for brands”, the leader insists. These Hublot NFTs received 2,900 mentions online

Leave a Comment