HYSTERIC GLAMOUR's digital marketing strategy is creating a buzz! The significance of NFTs in marketing

'HYSTERIC GLAMOUR's digital marketing strategy is the talk of the town, with user numbers quintupling from the previous year and over 20,000 distributions planned for 2025. There is a growing excitement involving both fans and new layers of audience.

The NFT market size is projected to exceed $30 billion by 2025. Initially spotlighted as speculative assets, NFTs are gaining renewed attention with their application in security tokens (STs) that digitize traditional financial assets like stocks, bonds, and real estate, and their expansion into memberships, tickets, and loyalty programs.

HYSTERIC GLAMOUR has embraced NFTs for memberships, tickets, and loyalty programs, focusing on the utility aspect to shape a digital-era fan community where both brands and consumers can mutually benefit.

'It's like a digital version of a stamp rally!' say store staff as they interact with customers. In October 2023, HYSTERIC GLAMOUR launched its first NFT initiative, 'HYSTERIC GLAMOUR NFT PROJECTS 23-24'. This project will host a total of six events by the winter of 2024, distributing popular brand icons as limited edition NFTs at each event.

Fans receive a limited NFT when they attend an event, and the number of NFTs collected corresponds to certain perks. Some of the distributed NFTs also play a role in fostering a sense of unity among fans. As these are non-transferable Soulbound Tokens (SBTs), each fan's NFTs are permanently etched on the blockchain as proof of their event participation, encouraging fans to showcase their acquired NFTs on social media and share their prized collections, thus contributing to community building in the digital space.

https://www.hystericglamour.jp/2025nft/

By 2025, HYSTERIC GLAMOUR's NFT initiatives will have scaled up significantly. Building on the lessons from the previous year, the brand has launched a year-round NFT program featuring multiple missions each month, accessible anytime and anywhere, allowing a vast number of fans to participate without geographical constraints.

The mission feature transforms customer interactions from one-off purchases to ongoing engagement. By completing various challenges and actions set by the brand, customers can earn NFTs and exclusive rewards. This design, which integrates gamification with CRM, represents a new approach to loyalty programs.

Additionally, this system allows for the visualization of individual customer behavior data, leading to optimized marketing and improved targeting accuracy. Such mechanisms simultaneously enhance customer satisfaction and promote repeat purchases, directly contributing to sales growth and increased brand value. In essence, the mission feature serves as a powerful engine that links customer experience with business outcomes.

Attention should also be given to the newly introduced ranking system in the 2025 project. As members collect certain amounts, commemorative NFTs are awarded, and special perks are unlocked. Essentially, this is a membership and mileage program utilizing NFTs, enhancing the sense of unity within the community as fans compete and share rankings.

The NFT initiatives of HYSTERIC GLAMOUR are a prime example of deepening fan engagement through the fusion of 'Fashion × NFT × Fan Community'. By combining the hysterical (intense) brand experience cultivated in physical stores with glamorous (attractive) digital mechanisms, the brand, nearly 40 years since its establishment, continues to capture a new generation of fans.

For brands to utilize NFTs, advanced knowledge such as blockchain selection, gas fee optimization, and transfer restriction settings is essential. It's challenging for apparel brands to assemble such expertise in-house, and 'MintMonster' serves to eliminate these barriers. MintMonster allows for NFT issuance and distribution without the need for specialized knowledge, and it enables the setting of coupons and unlocking of perks based on ownership through a management interface.

Fans enjoy the transition from 'collect' to 'reward', and brands can efficiently implement sophisticated loyalty strategies. Additionally, the visualization of NFT acquisition allows for precise tracking of who participated in which events.

MintMonster also excels in measuring effectiveness. By visualizing the number of NFTs acquired and their usage, it is possible to monitor the impact of marketing strategies in real-time and reflect this in future planning. This is a significant advancement over traditional methods like paper stamp rallies or membership cards, which made it difficult to track 'who participated in which events and how engaged they were'. The blockchain enables detailed management of such information.

In an era where the necessity of NFTs is questioned, considering the effectiveness of using MintMonster — which can anonymously detail who participated in what and even analyze fan engagement — adds a new dimension to traditional metrics like 'PV, clicks, CVR'.

As a result, HYSTERIC GLAMOUR's NFT initiatives function as a comprehensive program integrating 'digital membership cards', 'digital art', and 'perks'. The existence of MintMonster technically supports these initiatives, possibly allowing the brand to continue offering unique experiences to its fans.

https://mint-monster.io/