Loyalty, improved customer experience, CRM 2.0 or more direct communication … Here are some – concrete – reasons to get into NFT when you are a brand.
In the world of e-commerce, hardly a day goes by without a brand announcing an NFT drop operation. Often, NFT takes the form of a partnership with an artist who imagines a work that the Internet sometimes snaps up. This was recently the case with Monoprix, which invited artist Vincent Darré to imagine a collection of five works. In the fashion and luxury sector, NFTs come in the form of digital twins of objects that can be found in the real world, and this happens on Fortnite, Decentraland or Roblox.
These uses of NFT are to date the most talked about, but they are only the tree that hides the forest of an upheaval simmering among advertisers. “Web3 is a story of sovereignty,” said Frédéric Montagnon, co-founder of Web3 solution agency Arianee – which has just raised 20 million euros. “This is an opportunity for brands to regain control” in the light of GAFA, which has twisted its arm on the issue of data and communication with their customers. In other words, Web3 draws the contours of a CRM and more direct communication, where brands would be the sole decision makers. At least that is the original promise.
“Catch them all!”
“We envisioned with Arianee a unit that allows participants to recover NFTs in the way of the treasure hunt,” says Sonia Mamin, director of One to One Monaco, which brings together e-commerce players for three days each year. A bit like a part of Pokemon Go, the participant could use his app to “capture” an NFT according to the conferences, time or place where he was. In total, well over 500 participants won and collected an NFT branded One to One 2022. “Thanks to this NFT, they will benefit from benefits in future editions. We are clearly in a logic of Customer loyalty “, Continues Sonia Mamin. “It’s a way for brands to build their loyalty program and create engagement,” says Frédéric Montagnon.
If digital assets until now were trade and investment oriented, they are now the field and prerequisite for a customer experience that goes beyond the time of an event or purchase of a product. “Previously, the effort was put before the sale. Once the product was sold, the brand almost no longer existed in the eyes of the customer ”. Once the transaction is completed, the physical product is in the hands of the customer, “but it can also have a digital form with content and experiences around it”. A bit like a club where the most committed customers or prospects would be in direct contact with the brand and rewarded for it.
Data, data, all data…
But this is not the only application, analyzes the avid defender of Web3. “At Arianee, for example, we work with watchmakers.” 30% off luxury watches are offered right away. After 3 years, they are generally resold. “In a very short time, the database of producers is therefore obsolete”. For Breitling and Vacheron Constantin, Arianee envisioned linking the guarantee of ownership and authenticity with the NFT. An opportunity for brands to stay in touch with who actually owns the watch.
On the client side, the approach has a different virtue. In the field of household appliances or consumer electronics, one could imagine that NFT gathers all information, references, after-sales problems in connection with the product, supports Frédéric Montagnon. “We no longer have to wonder where I bought the product, what is the reference for the part to be changed, or whether my warranty is still valid.” The answer is in NFT.
If the brand with web 2.0 became media on third-party platforms, it will remain with Web3 media, but without intermediaries; it operates its CRM, again without an intermediary. Last but not least – and that is the key, according to Frédéric Montagnon, “they have the opportunity to be the experience themselves without the requirements of a platform”. They communicate directly. Yes, but how exactly do we communicate about NFTs? This is what we asked another French Web3 actor, Max Vedel, co-founder and creative director of the agency specializing in the meta-verse, Swipe Back.
Do you speak Discord?
“First, you have to understand that NFT, and especially for a brand, remains a medium, a technical tool. It is not an end in itself.” . Many brands have approached Max Vedel’s agency with the desire to “make an NFT”. “Except that, as in commercials, in creation in general, you have to ask yourself the question of the usefulness, of the story you want to tell.” The designer also sees in this the possibility of, like Frédéric Montagnon, constituting a powerful CRM, to diversify its income, as some luxury brands do with the creation of virtual objects, and to communicate differently. In any case, in order to publish and communicate about NFTs, brands and agencies need to learn a language, Discords. “In disseminating NFTs, we really underestimate the importance of platforms like Discord. That’s where the majority of the Web3 community is with Twitter.”
In early 2022, therefore, Gucci began looking for a Discord coordinator. A particularly popular profession. Discord, abounding by Max Vedel, requires various moderation skills from Facebook, LinkedIn and other Instagrams. “Discord codes are well established”. Communities on Discord “, for example, asks to be kept informed every two seconds about news about the NFT collection. If you need to announce a new item, your entire roadmap must be rethought”. Most of the communication takes place on the platform. “The usual entry points – social networks, PR … – are less in demand and serve to reach people outside the traditional community “of Web3. Kenzo and Gucci each started a Discord. As a result, a few thousand people who have a real desire about following the brand, Max Vedel analyzes.
“Today, on social networks, it is extremely complicated to break through, to have an organic membership without spending a fortune.” These followers to lure profit are not in the brand’s goal. “Discord allows for closeness to an audience that is not there by chance”. Basically, the creative concludes, it’s a bit like the brands “had a new chance, a new card to play to communicate about their values”. And all that Frédéric Montagnon insists on, without intermediaries.