Sneaker NFT Launch — Auction Campaign for Soles of Justice
Montreal brothers Kevin and Thierry Mofo's brand Soles of Justice launched their first NFT sneaker minted on the Ethereum blockchain tied to high-end physical footwear. Soles of Justice is an initiative meant to ensure that digital creators, startups and innovators are not stifled by the scale of eCommerce and Big Tech and spark conversations around its control over the digital ecosystems and infrastructures.
Winter 2022
Source: @AfroTech Facebook
Challenge
After Quebec's Court of Appeal ruled in favour of eBay in 2012 to cancel the sale of their Nike Air Foamposite One Galaxy shoes that stood to earn $98,000. Kevin and Thierry are now on a mission to bring attention to platform user agreement policies. However, they needed broad awareness to jumpstart their new community. A comprehensive media outreach plan was initiated to generate increased awareness of the brands' sneaker NFT and its auction to a broader audience.
Opportunity
We worked with Soles of Justice to firmly announce the launch of their sneaker NFT. We did so by securing earned opportunities and by building an authentic story to empower digital creators, startups and innovative to talk about and support the brand in their daily lives. We executed several tactics to ensure the news of the brand. We gained earned media in national and local broadcasts and online channels in business, technology, and lifestyle outlets.
Source: Global News Montreal
Source: @ComplexCanada Instagram
Effects
We landed positive coverage from AfroTech, Black Enterprise, Complex Canada, and Global News. This all culminated in increased brand engagement in leading social channels from notable media outlets.
We can successfully generate and amplify your movement through earned media.
Snapshots
