004 - MØRNING mini guides
Good MØRNING!
Did you catch the latest from Telfar, Mugler and Prada? They’re serving us some delicious lessons in how to brand collab, launch on social, and schooling us on NFT use.
Settle in for the latest rush.
HOW TO: Brand Collab, with Telfar
The king of appropriate collabs, Telfar’s latest link up with Eastpak is, *chefs kiss*, perfect.
Why is it so perfect?
Well, similar to how Whataburger was a big supporter of Telfar’s adolescence and growing up, Eastpak’s cultural positioning as the affordable backpack for school kids places the brand as a passive, but wildly used, support. Telfar’s co-sign feels the overdue big up of Eastpak - a collab that almost says, “Thanks Eastpak for being there for us”.
Additionally, the partnership plays into the accessibility and affordability factor that Telfar is rooted in - the affordable bag of the designer world meets the affordable bag of the high school world.
HOW TO: Launch on Instagram, with Mugler
Did you see it when scrolling? We sure did. Mugler launched a new collection and, even with the noise of Instagram, their posts (off and on their grid) got through. Personally, I saw a campaign image 12 times from different sources.
Why was it so powerful?
Casting: Old fashion, new fashion, big stars and high tier influencers, which means the content hits an array of people and overlapping audiences - wide reach and repeated exposure to the same person. (If you’re more of a beauty gal, here is another great casting example).
Interpretation by a hot photographer, each photographer maintained key creative attributes but shot in a slightly different style meaning the suite of content appealed to a wide range of visual tastes.
Wonderful work team Mugler, and big up to Megan Thee Stallion who is frequently rocking Mugler in her lyrics and on her limbs helping to keep the brand front of mind and a sign of the time (if you haven't seen her performance of Plan B, get to it b x).
HOW TO: Use NFTs, with Prada
The million dollar (or better, the 15.98 DOGE*) question “HoW tHe HeCk Do I uSe An NfT fOr My BrAnD!??”
Well, well, well Option 1 - you can holla at people@morning.fyi and we’ll make you a game plan 🔥Or Option 2 - follow what Prada is doing.
Rather than collab with a big NFT community (yawn, easy win), or mint an NFT and cross their fingers, Prada have taken a three pronged approach to using NFTs.
Approach one: Make an NFT. The expected, the classic approach - In June they launched #PradaTimeCapsule, a NFT Collection which is linked to both physical product and a gifted (ETH) #NFT.
Approach two: NFTs as an influencer. Prada had well known NFT trader, @gmoneyNFT, “attend” their SS23 where he flexed by taking a full body image, placing his lucrative PFP over his face. Lustable fashion 🤝 Lustable PFP = good strategy.
Approach three: Discord community. A place were Prada’s crypto-savvy community (and NFT customers) can hang, and get access to the next #PradaTimeCapsule drop landing July 7th.
So, what approach will you use? NFTs, influence and/or community?
Until next time MØRNING people ✌️
Words: Emily Chapps
Editor: Rhianna Cohen