Case Studies of Successful Partnerships
Understanding the theory and mechanics of web3 and community engagement is vital, but nothing speaks louder than real-world success stories. Let’s examine two case studies that illustrate how traditional brands have successfully mitigated risks and accelerated adoption through partnerships with established NFT projects.
Case Study 1: Micah Johnson’s Aku and the Beats by Dre Partnership
Micah Johnson, a former Major League Baseball player turned artist, made waves in the NFT space with Aku, a character exploring themes of dreams and aspirations. The Aku series gained a huge following in the digital art world. Recognizing Aku’s impact, Beats by Dre, the popular headphone brand, partnered with Johnson for a limited edition of Aku-themed headphones.
Beats by Dre would have very likely faced challenges in entering the web3 art space, including understanding its unique culture and values. However, partnering with Micah Johnson and his already established Aku character eased these concerns. The collaboration endowed Beats with an immediate seal of approval from a community that highly values authenticity and artistry.
Data points and success metrics aren’t currently available for the collaboration, but we caught up with Micah, who told us “It’s humbling to see your designs on a canvas that has donned the creations of so many incredible creators and artists and I think we did an incredible job living up to the standard set by the previous creatives.”
Case Study 2: Doodles and Crocs Partnership
Doodles, an NFT project consisting of unique, colorful, hand-drawn characters, caught the public’s imagination when they dropped in October of 2021. Since then, they have built a loyal and active community. Recognizing the project’s reach, Crocs, the footwear company, entered into a partnership to release a limited edition of Doodles-themed Crocs.
Crocs, traditionally not a tech-focused company, would have faced both technological and cultural hurdles entering the Web3 space on their own. Partnering with Doodles enabled Crocs to sidestep these challenges, leveraging Doodles’ technical expertise and devoted community.
The limited-edition Doodles Crocs were a hit, appealing to both Doodles enthusiasts and Crocs’ established customer base. Doodles holders received a discount on the $120/pair special edition Crocs, with non-holders paying full price. The partnership also offered Crocs a unique opportunity to engage with a younger, tech-savvy demographic and gave Doodles an opportunity to attract mainstream fans. Needless to say, the collection has sold out.
Michelle Poole, President of Crocs, commented, “Collaborating with Doodles gave us a fresh and innovative approach to engage with new audiences while giving something special to our existing community.”
