Bank of Wine, the first wine and liquor NFT bank in Korea, gained significant attention in the virtual asset market by presenting a stable coin model that can alleviate consumers' concerns about value volatility.
The company allocated one physical bottle of wine per token to ensure the profitability of it’s NFTs, and was highly recognized for enabling individuals without licenses to make legitimate liquor investments. To promote this project to overseas consumers and gain insights into its future global marketing strategy, Bank of Wine collaborated with Disrupt.
Phase 1
Content Creation & Posting
After selecting the influencers and media outlets, we provided them with guidelines and worked together to create various content to promote Bank of Wine's NFT. As this project had unique advantages compared to other NFT projects, we selected the key selling points of the service that would be most suitable for convincing each target group, and produced videos and introduction articles accordingly.
In addition to content postings, we simultaneously ran performance ads optimized for landing page views, linked to Meta ad accounts of highly influential influencers on their social media accounts. Through influencer whitelisting, we were able to reach even more potential customers.
Phase 2
Content Creation & Posting
After selecting the influencers and media outlets, we provided them with guidelines and worked together to create various content to promote Bank of Wine's NFT. As this project had unique advantages compared to other NFT projects, we selected the key selling points of the service that would be most suitable for convincing each target group, and produced videos and introduction articles accordingly. In addition to content postings, we simultaneously ran performance ads optimized for landing page views, linked to Meta ad accounts of highly influential influencers on their social media accounts. Through influencer whitelisting, we were able to reach even more potential customers.
Phase 3
Analysis of Results and Derived Insights.
Through this marketing campaign, Bank of Wine has built brand awareness in Hong Kong and Singapore, and achieved the targeted landing page visits as well as organic page views. During the project period, we separated the organic performance of the uploaded content from the performance of the performance focused ads, and selected the content with the highest KPI achievement. By comparing the response of the audience in the influencers' media accounts with the response to Bank of Wine's content, we created an index of audience suitability for each account's followers or subscribers based on their reactions to the most recent 10 content uploads.Using measurable content performance factors and audience suitability, we established a direction for the optimal content and target audience selection strategy for Bank of Wine's future global and influencer marketing campaigns.
On Instagram, we used a strategy targeting the general public or wine-related audience groups.
On YouTube, our strategy targeted audiences interested in NFTs and the blockchain, allowing us to measure the reactions from the audience group most closely related to the consumer persona.
Press releases were disseminated through credible media outlets in Hong Kong and Singapore, effectively showcasing the project's unique selling points to the general public.
