MARCH 2021 │ USA
Charmin
Direct Relief
Before everyone jumped on to the NFT bandwagon, we jumped first. We saw it as a pro-active, opportunist moment to generate PR buzz and relevance with the crypto crazed, GenZ audience.
It worked. But perhaps the most impressive feat was going from idea, through client signoff, finance and legal, to launch - in only a week for $5000. Not because the agency was nimble, but because we were pushy.
Charmin
NFTP.
What’s an NFT?
A Non-Fungible Token (NFT) can really be a
one-off of anything digital, such as drawings, music, but a lot of the excitement is around using the tech to sell digital art.
In early 2021, there was a sudden explosion of blockchain hype leaving most thinking, “Um… what’s going on here?” The hottest new sector of the crypto economy seemed like an opportunity for generating brand PR. So in less than a week we convinced our brave and befuddled client to create NFTP - the world’s first Non-Fungible Toilet Paper. Enjoy the Go with Charmin’s digital-only rolls.
ILLUSTRATED BY
DONNA ADI
SOLD FOR: 1 WETH
$2,137.60
ILLUSTRATED BY
MADE BY RADIO
SOLD FOR: 0.437 WETH
$934.13
ILLUSTRATED BY
SHANEE BENJAMIN
SOLD FOR: 0.25 WETH
$534.40
CREATED BY
ME…JUST PLAYING AROUND WHILE ON A SHOOT.
SOLD FOR: 0.33 WETH
$705.41
SOLD FOR: 1.04 WETH
$2,223.11
SOLD FOR: 0.1 WETH
$213.76
In the end… Charmin NFTs raised $6,748.41 for Direct Relief (more than we spent on the campaign). We made the front page of Rarible, and was crowned king of the throne in the crypto category with media.
With 619.7 Million Earned Media Impressions.
(123,940 Impressions for every dollar spent)
Impact
While other brands spend hundreds of thousands on production, and millions on media for cause ads, we spent under $5,000 and picked up an insane amount of earned news coverage.
