Goal

• Launch a new NFT drop with high cultural relevance, not just crypto buzz

• Drive earned media from art and youth-focused verticals

• Reach Gen Z audiences skeptical of blockchain narratives

Challenge

• Web3 had become overexposed and under-trusted

• Needed to avoid crypto-first language while retaining blockchain authenticity

• Audiences were fragmented and fatigued by hype

Service

Response

• Rebranded the drop as a digital art movement grounded in real-world emotion

• Positioned the project as a cultural statement on identity and digital space

• Orchestrated launch via curated Discord strategy + IRL event partnership

• Landed coverage in art, youth culture, and Web3-native press

• Created content kits and explainer messaging for accessibility across segments

Results

• 🖼️ 6,000+ NFT claims in 48 hours

• 📈 3x average retention rate on Discord during launch week

• 🎨 Coverage in Hypebeast, Dazed, and NFT Now

• 🔁 Campaign became blueprint for future “quiet drop” models

Why It Matters

This case showed that Web3 isn’t dead — it just needed better storytelling. When digital assets serve identity, not speculation, they spark movements, not just transactions.