As Korea's first wine and spirits NFT bank, Bank of Wine has garnered significant attention in the virtual asset market by introducing a stable coin model that alleviates consumer concerns regarding value volatility. The project is highly regarded not only for pegging each token to a physical bottle of wine to ensure NFT profitability but also for enabling individuals without licenses to engage in legal investments in spirits.
Bank of Wine partnered with Disrupt to promote this project to international consumers and gain insights for future global marketing strategies.
Phase 1
Target Audience and Influencer/Media Selection
We began by establishing KPIs and goals for the marketing campaign and defining the project's direction to achieve them. Considering the nature of the service, we segmented the target audience into lifestyle, wine, and NFT categories, and researched influencers and media outlets optimized for each group.
In finalizing our influencer and media partners, we worked closely with Bank of Wine to select outlets that could effectively reach our target audience and present the service in an engaging way. We then finalized our collaborations through individual negotiations with each partner.
Phase 2
Content Creation and Posting
Next, we provided guidelines to influencers and media outlets to create diverse content promoting Bank of Wine's NFTs. As the project offers distinct advantages over other NFT projects, we identified the key selling points best suited to persuade each target group and produced videos and introductory copy accordingly.
Alongside content posting, we linked the social media accounts of high-impact influencers with our Meta ad accounts to run performance ads optimized for landing page views. This influencer whitelisting allowed us to reach a broader base of potential customers.
Phase 3
Result Analysis and Insight Generation
Through this marketing campaign, Bank of Wine built brand awareness in Hong Kong and Singapore, achieving our target landing page visits and organic views. We separated the organic performance of content uploaded during the project from the performance ad results to identify the content that best met our KPIs. After comparing the actual results against our initial projections, we identified the variables and factors that drove the differences. We created an audience-fit index for each influencer's channel, comparing how their followers or subscribers reacted to their recent content versus the Bank of Wine content. Based on these measured performance factors and audience fit, we established a strategic direction for content and target audience selection to ensure optimal results for Bank of Wine's future global and influencer marketing efforts.
On Instagram, we implemented a strategy targeting both the general public and wine-enthusiast audience groups.
We targeted audiences interested in NFTs and blockchain via YouTube, allowing us to gauge the reactions of the groups most closely aligned with our consumer persona.
We promoted the project through reputable media outlets in Hong Kong and Singapore, effectively introducing the project's unique selling points to the general public.
