The Mint NFT Strategic Playbook

As a technological innovation, NFTs initially solved an important problem — digital ownership on the blockchain. This resulted in the first wave of NFT distribution in the form of digital collectibles. But non-fungible tokens have far outgrown their initial purpose and have become much more than a simple digital asset. NFTs are now the central building blocks of decentralized digital communities and are vehicles for exploring deeply-rooted human desires in branding, including creativity, connection, and collaboration.

For brands, decentralization can be a powerful tool to bypass the control that big digital and social media platforms have exerted over digital communities for the past decade. Strategically seeding NFTs as a means of audience engagement allows marketers to regain control and ownership of the relationships they have been building for years while creating various engagement opportunities. Web3 is driving the next phase of digital engagement with consumers, and we can help.

Mint is a white-label technology platform and NFT partner, providing a best-in-class, accessible, seamless set of tools and personalized support for building and operating web3 NFT experiences and tokenized communities. We provide the web3 rails so that brands and their agency partners can focus on what they do best.

Brand + Agency + Technology will comprise the holy trinity of this partnership, and the Playbook for a successful campaign requires strategic planning, compelling creative, and diligent management. The following Playbook breaks down the methodology and process for planning a successful NFT drop.

Playbook Overview

1. Strategy

A. Defining Objectives

Whether short-term or long-term, the objectives and KPIs for the campaign need to be clearly established (i.e., awareness, revenue, engagement, conversion, etc.).

Go to Objectives

B. Tokenization Models

Collectible, Point of Access, Digital Good, Membership. Choose which distribution model (or combination) is most appropriate for your business and objectives.

Go to Tokenization Models

C. Technology Platform

Choosing the right technology platform(s) and ecosystem will determine the experience (Mint, Distribute, Engage). Early models favored 3rd party marketplaces and exchanges, but brands increasingly need a solution for customized, owned-and-operated interaction.

Go to Technology Platform

D. Marketing

Like any other branded campaign, your NFT project needs to be well-positioned, properly communicated via omnichannel messaging, and clearly scoped to reach its objectives. The market is saturated with projects across many channels, so preparing and communicating well ahead of launch day and post-launch is important.

Go to Marketing

2. Creation

A. NFT Design

The digital assets created should be desirable and compelling, regardless of file type. Depending on the Tokenization model, you might have to invest more in the design rendering to increase the perceived value of the NFT.

Go to NFT Design

B. Drop Architecture

Define how and when you want to distribute your NFTs. Example elements include giveaways, sales, number of NFTs, price, edition size, etc.

Go to Drop Architecture

C. Ecosystem and “Skin” Design

With our white-label solution, you can design and build a storefront, propose an NFT claim page, and fully brand your NFT viewer and marketplace to align with your brand’s look and feel and is consistent with other promotional assets.

Go to Ecosystem

D. Legal

Ensure that you're legally authorized to sell and distribute the NFTs and determine the collectors' rights.

Go to Legal

3. Execution

1. Utility

Unless you have a very strong and rare digitizable IP and can offer real collectible value, collectors will be far more incentivized to buy or participate in the community if the assets are attached to utility as a compelling value exchange (exclusive access, merchandise, information.)

Go to Utility

2. Community Management

NFTs bring people together. Make sure to think about how you can facilitate the creation of the community and its interactions.

Go to Community Management

3. The Customer Journey

Understand the difference between a Primary Sales Model and Free Giveaway framework and get started with a successful launch.

Go to Pre-launch Setup

In the first section, see how to get started thinking NFTs and where they fit in your digital and brand marketing strategy.