The 5 labeled NFT projects that made the most noise

For just over a year, marketing has embarked on a new tool to promote brands: NFTs. These non-fungible tokens, unique and tamper-proof digital objects, can be offered to the most loyal customers or simply purchased by those who want it. To help brands get started in the best possible way, The Metrics Factory, an agency specializing in social data, has set up an observatory of brand NFT projects. To Strategiesit has compiled a ranking of the five projects that have generated the most online noise over the past 12 months, based on the number of mentions on the web (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 figures. The result is 250 NFTs, released in three phases, designed by Gucci’s chief designer, Alessandro Michèle, around Superplastic’s flagship figures, Janky and Guggimon. For the first part of this operation, 10 NFTs were put up for sale on February 1st. Buyers received in addition to the ownership of their NFT an exclusive ceramic sculpture, its physical double. “Several NFT projects, such as Gucci, create connections between the real and the virtual world. It reassures the brands, but also the users, as it provides an opportunity to stay connected with the world we know, thus initiating a wider audience.explains Quentin Gressien, CEO of The Metrics Factory.

In total, this first launch generated 26,000 mentions online as well as on social networks, enabling Gucci to appear at the top of this rankings. “NFTs have absorbed media noise so much that we could expect higher volumesnotes the head of The Metrics Factory. Many projects are talked about when the launch is announced, sometimes at the time of mining, and then things run completely out of steam. Today, brands are largely about objects for 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 fire content program in August 2021, which included the mobile game Louis: The game. This included a collection of 30 NFTs, partly designed by digital artist Beeple. “In many projects, there is a true artistic reflection that can bridge the 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 educational logic, according to Louis Vuitton CEO Michael Burke.

“Luxury is the most active sector in NFTs. It is a sector that has always been at the forefront of technologies, especially because it is a very competitive environment, which explains why when a player goes there, his competitors are also committed. to get involved … In addition, NFTs influence many values ​​in line with luxury, such as the concept of collection and rarity. “, sums up the head of The Metrics Factory. Louis Vuitton NFTs generated 9,753 reviews.

3. Ray-Ban and its pair of NFT goggles designed with the artist Extraweg

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

4. Carrefour and its NFBees

It is the only non-luxury brand in this top 5, with 3,900 reviews. After buying land in The Sandbox metaverse, Carrefour sold NFTs in bi-form on May 7, hence the name NFBees. The idea was to increase public awareness of rescuing bees by selling NFTs representing “bee-pollinated fruits and vegetables that may one day disappear from supermarket shelves”, indicates the distributor in a press release. 15 NFBees were to be put up for sale at the (starting) price of 5 SAND (The Sandbox’s cryptocurrency), or around 15 euros. The amount thus collected was to be donated to the Beefound by the Fondation de France.

“Carrefour has an interesting approach. While many NFT launches are one-shot initiatives, we are here on a long-term strategy with The Sandbox metaverse and NFTs. These NFBees are also part of a CSR approach », says Quentin Gressien. Yet, according to him, NFTs in addition to media coverage sometimes take time to flow. “Carrefour, which had sequenced the sale of its NFTs, took some time to sell them. We see that very French projects sell less quickly. This is because the majority of the NFT companies are in the United States.”

5. Hublot and its 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 artist Takashi Murakami, who had already designed two limited edition watches for Hublot. . 216 copies were available for the first work, 108 for the second. These copies were offered as a priority to owners of one of the two watches created by the artist. “In addition to the communication object, NFTs can be used in a loyalty logic. They can revolutionize direct marketing for brands.”, the leader insists. These Hublot NFTs received 2,900 reviews online

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