TIMEPieces x Deepak Chopra
Go To Market Strategy · Content Writing · Influencer Marketing · B2C
In partnership with Seva.Love and Artifex, TIMEPieces presented the NFT Edition positioning Chopra’s timeless wisdom in a new light, in time for the 25th anniversary of Chopra’s bestseller, The Seven Spiritual Laws of Success.
As the Artist Relations and Marketing lead, I was responsible for launching a full scale GTM strategy for the collection, creating intentional opportunities for promotion of the products, and leveraging the 73 artists and creatives on the project to do so. Learn more about The Seven Collection in this TIME article.
Content ideation and creative direction by Tameka Bazile. Design by Brobel Design.
126.11 ETH
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$157,631 in revenue
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73 Artists
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126.11 ETH · $157,631 in revenue · 73 Artists ·
The GTM Strategy
The Social Teasers
The Influencer Strategy
Promotions
Our influencer strategy involved all 73 artists + Deepak Chopra and his team. We provided all parties with badges that signaled their inclusion in the collection, unique assets that highlighted their work, and worked with all collaborators to implement a content calendar that spanned pre-launch, launch, and post-launch promotion of the campaign.
Results: 5M+ Impressions, Exposure to 400K Followers, 55K Engagements
My social media skills at TIME were put to use through organic and paid social media. I’ve worked with major brands to launch branded content, outlined paid campaigns ranging between 25-150k in ad spend, and more!
See my results in the case studies linked below 👇
My strategy — a GTM plan that seamlessly integrates into a comprehensive social marketing strategy, one that leverages the influence of the 73 artists who make up the collection. Considering the diversity of the product, this was an opportunity to lean into the culture of the web3 space with decentralized messaging, intentional marketing, and community-based selling.
I led this campaign, directing everything from the marketing materials to writing the website copy and outlining and implementing the social media campaign, influencer strategy, and launch strategies. You can say I was pretty busy during this time 😉
Plan Product Launch — After analyzing the culture of the web3 space and the needs of our social community, I identified a shift in the focus on mental health, community, and financial responsibility. With this, we positioned the product as the opportunity to focus on wellness, invest in intentional artwork, and reinvest in the digital economy, finding product/market fit.
Outline product roadmap — Considering the community-based element of NFTs, understanding the direction of the product, and the long-term incentives to purchase (and remain a part of the community), my Community Manager and I outlined the roadmap and utility/value matrix for consumers to wish to buy in immediately. See the final version of the utility matrix here.
Social Media Marketing Strategy & Content Calendar — See an example of the content calendar I created for this launch.
To warm the audience and promote the drop, I outlined a social strategy that highlighted Chopra’s teachings and works with the artists in the collection, highlighted why the artists chosen were of value to the collection, and focused on centering key messaging behind the “why” of this collection. This focused on the pain points of the space and directly provided a solution we could alleviate with the collection.
I also worked with our designers to create unique assets for each artist involved, to allow them to position their work to their audiences in ways that were authentic to them. These assets were used to tease the collection, get the audience excited, and warm buyers to take action in support of their favorite creators.
All photos and video clips used in the teasers were captured by me, Tameka Bazile :)
Engagement: 19.4K views