case study
Babes, by Petra voice (Curated by Forever projects)
Forever Projects collaborated with Petra Voice to unveil the "Babes" collection during Onchain Summer. The campaign was strategically executed in three phases to maximize engagement and impact.
campaign details
Company: Foundation
Role: Content Marketing Manager
Responsibilities:
Marketing and content strategy ideation and implementation
Social media and community management
Forever Projects social branding
Meme design
goals
Introduce "Babes" to a Wider Audience: Capitalize on the buzz of Onchain Summer to showcase the collection.
Engage the Community: Use transparent and playful communication to spark interest and dialogue about AI in art.
Leverage Controversy: Turn debates around AI-generated art into meaningful conversations and increased visibility.
campaign phases
Phase 1: Pregame
We built anticipation and curiosity with teaser posts across Twitter, Instagram, and Warpcast. These posts featured memes and engaging content that addressed the ongoing debates about AI in art, setting the stage for a dynamic campaign.
Phase 2: Babes
The Babes collection launched as part of Onchain Summer, featuring daily meme posts and active audience interaction to build community and maintain momentum. We highlighted Petra’s innovative use of AI, transforming controversy into a celebration of creativity.
Phase 3: Open Edition Poster
To conclude the campaign, we released a commemorative open edition poster, celebrating the success of "Babes”.
results
Increased Engagement
Achieved a 50% increase in engagement across Forever Projects’ social media channels. The campaign was mentioned by well-known artists and personalities in the space.
Positive Dialogue
Fostered a balanced and positive dialogue around AI in art, with an overwhelmingly positive response to both the root FND brand and Forever Projects.
Broader Reach
Successfully introduced "Babes" to a wider audience beyond the traditional NFT community.
community management
Foundation and FP’s content had previously felt monolithic and highly corporate. The past few campaigns, culminating with Babes, marked a significant change. Personality shone through, clearly resonating with our audience. Our socials commented and responded to followers, including interactions with brands like Base and the CEO of Foundation. The energy was palpable, driving sales.
simplifying complexity
Communicating the various stages of the campaign in a clear and digestible manner was challenging. We utilized design assets to concisely present these concepts. I collaborated closely with our Head of Design, Matt Vernon, and Designer, Jon Marsh, to ensure that these graphics effectively conveyed the different phases of the campaign.
creative approach
For this campaign, I brought an edgy, feminine, funny, and culturally-aware vibe to the project. Through exciting, witty, and well-thought-out copy, as well as designing relevant memes, we turned controversy into conversation. This campaign was a standout success, positioning Babes as a must-see collection in the digital art space.
memetic spectacle
The engagement went beyond just likes, retweets, and comments: there were derivatives and iterations. "Die with the most likes," an artist known for his commentary on culture and society, created his own iteration of a Babe.
conclusion
This campaign was a resounding success, driving engagement, fostering positive dialogue, and broadening the reach of Forever Projects. Previous campaigns primed our audience for a solo AI art project, allowing us to capitalize on the buzz surrounding Petra. The mix of proactive and reactive marketing strategies was key to our success.
Proactive marketing allowed us to set the stage and generate anticipation with carefully crafted teaser posts and engaging content. This strategy built a strong foundation and positioned the Babes collection in a favorable light.
On the other hand, reactive marketing enabled us to respond swiftly and effectively to ongoing debates and audience reactions, turning potential controversies into meaningful conversations.
This dynamic approach showcased the power of creative content marketing in transforming controversy into conversation and turning a campaign into a cultural moment.