RareMint

RareMint needed to reach qualified buyers with both the financial capacity and the Web3 literacy to purchase premium authenticated NFT collectibles at scale. All of this within a 90-day window. Four obstacles defined what that required: 

• No viable paid social channel: NFT advertising restrictions on Meta and Google blocked access to standard collector audiences.
• Niche buyer profile: The target buyer required verified on-chain activity and demonstrated interest in high-value collectibles, not broad sports fandom.
• Cold-start CPA: Without prior campaign data, early acquisition costs were high and required rapid optimisation to reach profitability.
• Dual-audience complexity: Creatives needed to appeal to both sports memorabilia collectors and crypto-native NFT buyers simultaneously.

Standard paid acquisition channels were unavailable. Meta and Google restrict NFT advertising in North America, cutting off the most direct routes to collector audiences. RareMint needed a network that could identify buyers by on-chain behaviour, not by interest category proxies. Blockchain-Ads provided the targeting infrastructure the campaign required through four capabilities:

• On-chain wallet targeting: Campaigns reached wallets with verified NFT purchase history and demonstrated collector behaviour.
• High-net-worth individual segments: Audience filters prioritised buyers with sufficient liquidity for multi-hundred-dollar collectible purchases.
• Web3 gaming and collector inventory: The network covered crypto-native and gaming publisher inventory across North America, reaching audiences already engaged with digital ownership.
• Creative A/B testing at scale: Systematic testing across multiple angles was possible without the policy friction present on mainstream ad platforms.

• CPA reduced by 53%, from $303 at campaign open to $142.38 at close.
• 1,203 NFTs sold across the 90-day campaign.
• Impressions: 5M+ delivered across North America.
• ROAS: 3x return on total ad spend of $183,261.

The objective was to establish baseline performance across audience segments and creative angles. Display ads ran across crypto and sports-adjacent inventory in North America. Two primary angles were tested. The first led with the physical collectible, positioning the NFT as the digital proof of ownership. The second led with the physical-digital bridge concept, targeting crypto-native buyers who understood dual-asset ownership. CPA opened at $303. The physical collectible angle drove stronger early engagement with collector audiences.

Targeting was tightened based on Phase 1 segment performance. High-net-worth individual filters were layered onto the top-performing audience segments from Phase 1. Athlete-specific creative was introduced, naming DK Metcalf and featuring his signed helmet alongside the corresponding NFT. The ownership framing angle was expanded with direct copy such as "Own the Memorabilia, Own the NFT." CPA improved to $227 as segment qualification tightened.

Retargeting was activated against users who had engaged with Phase 1 and 2 ads but had not converted. The drop-urgency creative angle was introduced alongside retargeting, using scarcity framing to close undecided buyers. The athlete-specific and ownership-framing creatives scaled in tandem. The gaming collector segment drove the highest conversion volume in this phase. CPA reached $142.38 by end of campaign and 90% of total NFT sales closed in this phase.