It turns out that “pink it and shrink it“The marketing strategy that mainstream stores often pursue in an attempt to attract women is expendable. What it is not: social causes, or that is what an NFT project is betting on.
Why it matters: women’s world (WoW) began as a PFP, or profile picture collection, offering an NFT collection representing women in an industry best known for punk ape dominated worlds fueled by memes, sarcasm, and general punk vulgarity.
- Shannon Snow, who left Meta (Facebook) to become WoW COO in June, tells Axios that the project is giving up on the attention seeking drip that tends to be the way of NFT projects.
- “For our community it’s not about care, it’s about belonging. They believe in the mission,” Snow tells Axios. “WoW is the gateway for women to NFTs and we continue to expand it into Web3 and the metaverse.”
Retrospective scene: WoW’s first release in July 2021 was a success, with 10,000 generative portraits created from 200 drawn by the co-founder. Yam Karkaiselling in mere hours at 0.07 ether each.
State of the situation: Today, as NFT market activity slows to a trickle, projects like WoW, now only a year old, are trying to keep the momentum alive with things that should matter to everyone, not just women.
The last: Snow and Inna Modja, WoW’s head of philanthropy, spoke at a co-sponsored event at Tavern on the Green in New York on climate change and the use of art to spread the message.
- Karkai was also named as UN Sustainable Development Goals ally.
- Why not address crypto causes like privacy? “If we don’t have a planet to live on, we can’t have privacy,” Snow said.
The panorama: “WoW has already committed $2 million to social, gender and climate causes around the world,” says Snow, referring to the 5% raised from the initial Drop off the collection to charities and auctions that they organize. They dropped their second collection in March.
- The three things that will keep WoW relevant are its legacy, its roadmap, and “continuing the mission of creating a sense of belonging,” says Snow.
Details: “Legacy” refers to the place that WoW has already carved out in history, for its incorporation of women through the NFT collection, but also for its record. christie’s auction in February.
- The roadmap refers to what is to come.
- The mission: inclusion, social justice and climate change.
Of note: When the Roe v. Wade, trolls emerged in WoW’s Discord channels and other NFT collections dominated by female headlines, seeding the divide, says Snow.
Whats Next: Expansion is on the agenda, which shows the demands of keeping an NFT collection up to date: there are live events, TV shows, and movies in development that use WoW IP, physical dolls, and fashion lines.
- “People come up to me to say that they found out about NFTs from seeing Reese Witherspoon using a WoW as her profile picture,” he says. “Everything we do can introduce women to this new emerging technology.”
- by witherspoon hello sunshine it is among one of the celebrity-started stores associated with the brand. nicole richie Harlow Houseis another, says Snow.
The bottom line: “We’ve had influencers use and buy WoW,” says Snow, but WoW has not and will not use influencer marketing. It’s about “authenticity”.