The strategy of the top NFTs collections

Introduction

The increasing number of NFTs collections on digital object marketplaces have organizations behind them that not only design and produce the products, but also handle marketing and communication. Each of them tries to position the product in such a way as to make it attractive, increase interest and thus sales. Let’s take a look at some of the collections on the OpenSea marketplace.

Azuki

The core Azuki team is born in Los Angeles, but the community has spread around the globe. The members have typically backgrounds in crypto, technology, and gaming. The vision is to create the largest brand for the metaverse. The community drives and owns the brand.

Azuki starts with a collection of 10,000 avatars.

An Azuki will become the owner’s identity in the metaverse.

You can buy an Azuki selecting it from the rich gallery based on a huge number of parameters: gender, cloth type, cloth color, haircut, face expression, glasses and so on.

Buying an Azuki avatar gives membership access to The Garden: a corner of the internet where artists, builders, and web3 enthusiasts meet to create a decentralized future. 

Azuki holders receive access to exclusive drops, experiences, and events that will be available over time. 

The basic concept of having a great digital identity in the metaverse is the core of the Azuki marketing strategy.

Bored Ape YachtClub

The Bored Ape Yacht Club is a collection of 10,000 unique Bored Ape NFTs— unique digital collectibles living on the Ethereum blockchain. A Bored Ape grants access to members-only benefits in the yachtclub, the first of which is access to “the bathroom”, a collaborative graffiti board. The community will unlock future areas and perks over time. 

Bored Ape YachtClub was created by 4 young men and is characterized by an appealing graphics and a focus, the yachtclub, that has attracted celebrities like Justin Bieber, who bought his ape for 1.3 milion dollars. The same did Paris Hilton, Jimmy Fallon, Gwyneth Paltrow and the rapper Snoop Dogg.

The apes are mostly present in social network profiles, especially twitter.

Sotheby’s has auctioned 101 apes in the last months.

Rolling Stones magazine took up the challenge and created the first digital cover last November with its bored monkey wearing a Hawaiian shirt, a sailor hat and Popeye’s style.

The Bored Ape Yachtclub has positioned itself as an exclusive digital collection designed around an exclusive context, the yachtclub. It is therefore targeting wealthy users that wants to show even in their social profiles to be part of an elite.

Karafuru

Karafuru is a new NFT collection whose debut on OpenSea took place in the first week of february 2022. The collection is in the pop art space and composed by 5’555 colorful NFTs. They are used as personas to access a playground, the world of karafuru. In the playground users can enjoy themselves with toys and games.

The selling proposition is to invite people to escape the dull reality to join a magical space where colors reign supreme and everyone just wants to have fun.

However, the developers are trying to attract not only users, but also investors, through media articles aimed at demonstrating that collecting karafuru is a good investment opportunity.

Cool Pets NFT

After Cool Cats, also Cool Pets have joined the cooltopia ecosystem.

Cool Pets  is a collection of 19,999 NFTs that are procedurally generated based on item interaction. All Pets start as an Egg and evolve into their final form. The final form represents one of four elements: Grass, Fire, Water, or Air. Users can evolve their Pet through a gamified experience. The final Pet is one of 17 million possible outcomes.

The food and items used to interact with an egg will determine the creature’s look and element. Users can buy items on the Cool Cats marketplace using $MILK. You can earn $MILK by doing daily quests with your Cool Pet.

Cool Pets tries to attract users who like games and have fun in influencing the development of their own Pet driving it with their interaction. However, Cool Pets implements a gamified and tokenized economy. This may sound more appealing to users who are used to the cryptoworld.

Users have to buy their egg on OpenSea and then can use it only in the dedicated platform.

Conclusions

NFTs have reached significant success in many fields. Due to the increasing requests, global marketplaces are available to support all trading operations. As a consequence of the large market, the number of NFT collections has grown significantly, too.

However, not all NFT are targeting the same type of use: avatars, artworks, fashion items, etc. 

Additionally, the communities or companies behind the collections target some specific types of users and customers and have to adapt their communication and marketing strategy in order attract their targets.

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