From high-profile collaborations to high-concept catwalks, fashion brands are always looking for new ways of getting fashion fans’ attention when launching something new.
However, for the luxury sneaker brand @HoganBrand, it wasn’t only about launching something new but also cementing its position as a disruptive brand among younger audiences.
With the rise of NFTs in fashion, @HoganBrand saw an opportunity to achieve these objectives.
The brand partnered with five renowned digital artists to create five new versions of the brand’s first sneaker model that were turned into a collection of 500 NFTs dubbed the Hogan Untraditional NFT Collection.
To promote the collection, @HoganBrand decided to focus on Twitter exclusively. This decision was informed by the fact that 96% of the online NFT conversation takes place on the platform, with 259M NFT-related Tweets shared in the first half of 2022. 1
To maximise the impact of this launch, the campaign ran simultaneously across four markets: Italy, the US, the UK, and Germany.
Branded Notifications were used to announce the Hogan Untraditional NFT Collection launch and to build an opted-in audience who would get notified the moment it became available.
Once the collection dropped, Carousel and Video Ads were used to showcase all five models and direct people to its landing page for purchase.