LEARN HOW TO BRING NFTS INTO THE MAINSTREAM WITH THOUGHT LEADER AND NFT MARKETING EXPERT CHRISTOPHER LOIZANCE FROM MOMENTUM LABS WHO IS SHARING PROJECT INSIDES FROM THE SUCCESSFUL COLLABORATION WITH NFT ARTIST HARTO. A PROJECT FEATURE.

YOU MUST HAVE THIS PERSON’S WORK

Andy Warhol once said : “You meet rich people and you hang around with them, and one night they’ve had a few drinks and they say ‘I’ll buy it!’ Then they tell their friends, ‘You must have this person’s work, darling,’ and that’s all you need. That’s all it takes. Get it?”

Andy’s point was – you need a group of people to agree an artist’s work is desirable for it to be successful. For this to happen, great art is essential, and so is marketing. This is the context which brought to life the collaboration between NFT artist Harto and Momentum Labs.

The NFT project POL is based on a geometric interconnected block system, an abstract symbol for the blockchain. © by Hartostudio 2023

THE ARTIST AND THE MARKETERS

Harto is a Spanish artist who started his career as a creator of art installations and street shows until Covid in 2020. The pandemic was the catalyst that made him fully immerse himself in digital creation and the world of NFTs. And what a journey it has been! Harto’s work was exhibited in New York, Miami, Hong Kong and he even collaborated with NASA to launch an NFT into space! One of his recent projects, POL, interpret emotions shared on social media and translate them into vibrant artworks generated with AI, perpetually stored on the Ethereum blockchain. To bring his collection to Market, Harto collaborated with Momentum Labs, an NFT Strategy & Marketing agency with multi-year experience working with major brands, artists and native Web3 projects. Their network counts 500+ communities, including blue chip projects (Doodles, CloneX…) ; Alpha groups (MBM, TBD Kitchen…) ; Art and Culture DAOs (GM DAO, Admit One…) and more. Momentum Labs are known for their sharp understanding of the NFT market and their impactful Marketing strategies so we knew the campaign would be interesting.

FROM PROFILE PICTURE TO BANNER PICTURE

'Profile Picture' (PFP) NFTs have been trending in recent years, spearheaded by Crypto Punks and Bored Ape Yacht Club amongst other notable collections. However, PFP NFTs usually materialize in personified forms, which makes them an inappropriate format for abstract artworks like POL. “That’s a shame” Momentum Labs co-founder, Christopher Loizance, explains, “Because the PFP format provides a lot of advantages when it comes to network effects. NFT holders are financially incentivized to actively spread the word on the collections they hold. Attention drives demand, which can drive the price of their NFTs up. Holders also visually display their PFP on social media which further increases visibility.” So how could POL bypass the format constraint while keeping the same advantages? The team found the answer: Let’s make the artwork suitable for Twitter Banners. This format doesn’t need to be personified. It is perfect to display abstract art and is almost as visible as a profile picture. Besides, there are very few banner-format NFTs on the market, which was a competitive edge for POL.

A color scheme is used for the creation of all individual NFTs in order to create the desired emotional impact. The NFTs are designed for horizontal use as twitter banner images. © by Hartostudio 2023

LEVERAGING WEB3 COMMUNITIES

The Marketing operations had to be as good as the artworks. So Momentum Labs put together a master plan to collaborate with 130 NFT communities and handle the distribution of whitelist spots – or priority access for the project launch. They drove demand in partner communities through skillful communication on the project and managed the supply allocations to create scarcity. Raffles were organized and collectors had to engage with Harto’s social media to participate. The result? Everyone and their mother wanted in. Harto gained 52,000 followers in 4 weeks and got 270,000+ views on his main social media post, amongst other metrics.

More than 600 minted and numbers going up, only 35 listed in OS. 33 below 1 ETH

I love you Community, we will shine in the bull market 🐂 pic.twitter.com/3Zvz3Ecb0V
— Harto.eth (@harto_fr) May 17, 2023

52,000 followers in 4 weeks. An NFT marketing success story by crypto artist @harto_fr powered by @momentumlabsxyz #NFT #WEB3 #Crypto #CryptoArt #cryptoartist #web3allstars #web3community #nftcollectibles #NFTcollections #web3growth #blockchain https://t.co/TUkdJHkoPK
— web3allstars (@web3allstars) July 24, 2023

52,000 followers in 4 weeks : the power of Web3 communities for NFT marketing

LEARN HOW TO BRING NFTS INTO THE MAINSTREAM WITH THOUGHT LEADER AND NFT MARKETING EXPERT CHRISTOPHER LOIZANCE FROM MOMENTUM LABS WHO IS SHARING PROJECT INSIDES FROM THE SUCCESSFUL COLLABORATION WITH NFT ARTIST HARTO. A PROJECT FEATURE.

YOU MUST HAVE THIS PERSON’S WORK

THE ARTIST AND THE MARKETERS

FROM PROFILE PICTURE TO BANNER PICTURE

LEVERAGING WEB3 COMMUNITIES

Christopher Loizance

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