From Audi working with artists to create the NFT artwork "Fantasy High Speed", to Procter & Gamble launching 6 limited NFT toilet paper, to @Jike Junyi posting a picture of the first NFT virtual costume on Weibo...
The past year can be regarded as the "first year" of the NFT, according to relevant data, the weekly transaction volume of the relevant field exceeded 2 million US dollars last year, and the total transaction volume of the global digital collection industry in the third quarter exceeded 10.67 billion US dollars, an increase of 38,06% year-on-year, all of which are incredible.
"Every Day: The First 5,000 Days" Image from the Internet
What exactly is NFT?
In simple terms, NFT is a "virtual digital collection" that exists in the virtual world, and in our view, for brands, it is a new form of marketing and creative carrying.
Although some people wonder whether this is a completely new art form, or a beautiful and illusory "bubble". But in any case, the voice of digital collections on social platforms has increased exponentially, and countless brands have entered the market and tried to seize this new outlet of marketing.
This article will revolve around
Nesher's real "digital collection" marketing cases of tea, ANTA, Oreo, and Yili
Analysis of the current "digital collection" marketing status quo
Provide readers with some methods and considerations for the implementation of digital collections in domestic marketing. (Note: Hereinafter collectively referred to as digital collections)
1. Avatar, tide play, digital collection triple label, Nasher girl's new era social currency
When brands gather the three major labels of avatars, trendy play, and digital collections, can young people refuse?
In the 6th birthday season of Nai Xue's tea, Nai Xue's tea released brand ambassador NAYUKI, "Nai Xue Girl" collection-level tide play art, and digital art series "Create Beauty" on the official micro. On Weibo, he created the topic of #Milk Tea Entering the Meta universe, and officially announced that he took the lead in entering the era of the new tea drinking meta universe.
Any one of these three labels can stimulate a lot of consumer interest, and further conversion links are hidden in the blog post. Through the official micro-initiation of the forwarding offline prize extraction activities, guide users to complete comments, dissemination and other actions, and implant product purchase jump links and QR codes in blog posts.
Up to now, the number of readings of the topic of #Milk Tea Has exceeded 120 million, 300 digital art series works have been sold out in 1 second after going online, and the brand ambassador "Nesher Girl" is also for the 6th anniversary event, with 190.45 million sales in 72 hours.
2. ANTA, matching digital collections is the most suitable for carrying content
In terms of mainstream products and presentations at this stage, the most suitable digital collection is to carry a video or GIF.
What to put in this content is a question that every brand needs to consider. ANTA chose the digital action of the Chinese Ice and Snow National Team project that is in line with the collectibility, uniqueness and high attention of the digital collection itself.
On January 6, Anta officially announced the launch of "Ice and Snow Spirit Realm" on Weibo. In conjunction with Tmall Super Product Day, through three digital sections, it provides an immersive experience for participating users. In topics such as #ANTA ICE ANDA ICE SPIRIT#, #ANTA WINTER OLYMPIC LIMITED DIGITAL COLLECTION RELEASE#, many champions and star artists were invited to help the event.
By dismantling the athletes' action of the event, ANTA has realized the dissemination and fermentation of marketing content with digital space and digital collection.
3. Oreo digital collection, play with Chinese style with cookies
While grasping the change, sticking to the same is Oreo's approach. Oreo's cookies are its unique brand symbol, and innovation in cookie elements has always been a feature of Oreo's marketing.
In October last year, coinciding with the launch of a new black and white grey biscuit, on the basis of insight into the preferences of consumer groups, anchored the theme of national wind, and with black and white gray as the background color, Jay Chou's national style music as a help, the "Thousand Miles of Rivers and Mountains" was interpreted into 5,000 digital biscuits, and the world's first digital ink long scroll and promotional film was launched, realizing the clever combination of biscuits, digital collections and national style.
In this case, the national style, ink painting, and biscuits are the protagonists, and the creativity and bearing attributes of the digital collection are more obvious.
4. Looking for scarcity and participation, Yili stimulates users' desire to share
In January this year, Yili launched the "Champion Shine 2022" digital collection, showing a new look of traditional brand rejuvenation marketing. As of now, the topic of #Yili Champion Shine 2022 Digital Milk Global Debut has exceeded 97 million readers.
Through the limited collection of "global limited 17", the scarce value of Yili digital collection has been further enlarged, and users who have drawn hidden models have "fancy show off" in the topic, and in the user group that has not been collected, this event has also become a new talking point.
Including but not limited to digital collection marketing, scarcity and participation are the only ways to stimulate user interest.
Some of the status quos that need to be confronted and confronted
In fact, in our communication with the industry and beyond, we have also found some pain points encountered in the marketing of digital collections.
First of all, limited by the relevant regulations, the current digital collection is more used as a personal collection, and the transfer requires a long period, which will have a great impact on the sense of value of the digital collection, which is inevitable, but it is also something that we must face up to and abide by.
Second, brands need to be more clear about what their collections can bring to consumers.
For the brand's self-built private domain, user rights are one direction. Taking Yanghe as an example, after the launch of the Dream Blue Handicraft Class (Master) collection, it has provided collectors with a lot of rights and interests such as birthday wine and wine purchase discounts.
In the commons, another added value that collections can bring to users is social sharing after collection. If the collection is presented purely as a creative idea, it needs to be considered systematic and shared.
In marketing, whether to build a platform by yourself or choose the bearer module of a large platform is a consideration. (This weibo's new official announcement of TopHolder's "number one collector" digital collection may bring some new possibilities))
In short, digital collections can be seemingly similar but can be ever-changing.
In the concept of young consumer groups, fun, novelty, fun, and a sense of technology are the driving force behind stimulating consumer behavior. It is this sense of novelty that gives the digital collection the possibility of spreading and breaking the circle on Weibo.
For brands, digital collections may only be regarded as a novel marketing content carrier at present, but the essence of marketing will not change, and the core will always be communication and resonance. Under the content-based social system of Weibo, it is easier to grasp the development and change of marketing methods and adhere to the purpose and original intention of marketing, and it is easier to help brands out of a new marketing path.
We can't predict what kind of content form will appear in the future, but for brands, adapting to the development and changes of trends, choosing suitable scenes and social play is what brands need to do most.