We Are The Collectors
SWAP
We Are The Collectors
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Creative direction & creative strategy
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Product marketing lead
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Social media content strategy
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Copywriting (& UX copy)
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Art direction
Way ahead of the NFT craze, SWAP was the first app to offer officially licensed NFT collectibles from Arsenal, Real Madrid and BVB.
Working directly with the co-founders and the football clubs at this start-up, my biggest task was to figure out how to enter the market for such a novel product. Leading the marketing team, I spearheaded the product marketing strategy alongside key stakeholders at the clubs, creating a unique space for SWAP, a brand identity and a suite of marketing assets. Starting from zero, we built a 20k+ community of collectors as we iterated daily to find product-market fit. I led a team of five direct reports including marketers, copywriters, and social media managers, and managed graphic designers, video editors, and motion graphics designers.
"We Are The Collectors" came from the insight that whether they know it or not, every fan is inherently a collector. It positioned SWAP around collecting the moments that matter - with NFTs as one of the newest and most fun ways for fans to indulge their passion. We wanted to build a community mindset among football's most obsessed fans. I led the creation of the brand identity and tone of voice, and from there the marketing comms, leading the creation of content for all our channels, testing and learning as we went.
I directed the men's and women's squads during our shoot days with Arsenal and BVB, to ensure we captured all the content we needed for the season. In just two 60 min sessions with the players, we got exclusive content for the NFTs, player interviews to endorse the product, and behind-the-scenes footage for our social channels. Alongside that, I built and optimised the product retention funnel, creating automated comms (push notifications and email CRM) and wrote the value propositions and customer personas that underpinned the marketing strategy, regularly setting user tests to evaluate, refine and select the best creative imagery and copy to achieve our sales revenue goals. SWAP went to #1 in the UK App Store (Sport) upon launching with Arsenal.
