Playboy
NFTs
The Challenge
Playboy has a rich and longstanding legacy in the art space. The Brand Agency was tasked with devising a PR plan for the roll-out of Playboy's new NFT program with Nifty Gateway that harked back to the company's history in art while looking towards the future. Having recently gone public, we had to ensure this news was timed appropriately and spoke to NFTs being a revenue opportunity for Playboy. We also had to target publications that resonated both with Playboy's stakeholders and lifestyle audiences.
data-driven results
Knowing this news was important to get in front of Playboy's stakeholders and lifestyle audiences, we chose Business Insider to break the news of Playboy's new NFT program with NiftyGateway exclusively. We chose this publication because it straddles three important lanes for the Playboy brand: business, finance, and lifestyle. We worked closely with one of the lead investing editors at Business Insider to position this story and arranged an interview with Playboy's Chief Brand and Strategy Officer so she could speak to the specialness of this new program as well as provide additional context as to why NFTs were an important avenue for the company. After our exclusive story with Business Insider went live, The Brand Agency went wide with our media pitching and decimated a press release detailing Playboy's new NFT program.
Our PR strategy paid off in dividends and we secured over 465.9 million media impressions for Playboy's new NFT program with NiftyGateway. Aside from our exclusive story breaking the news with Business Insider, The Brand Agency secured hits from outlets like HYPEBEAST, Coin Telegraph, Bitcoin, Coin Speaker and more. Our press spoke directly to Playboy's stakeholders, longtime lifestyle audiences, cryptocurrency investors,the art world and beyond.