Company Editions

Timed Open Editions as Product Marketing

Timed Open Editions through Zora are an effective way for companies and brands to bring new products to market and rapidly create large onchain audiences with NFTs.

In recent weeks, brands as big as Coinbase and Gnosis have used this format as a crypto native way to market product announcements and releases to onchain audiences. We’ve gone from onchain markets to marketing onchain. Free open editions enable these brands to reach tens of thousands of wallets within days building essential distribution for their launches.

Below is a quick summary of mint performance for crypto native brands on Zora.

Company	NFTs Minted	Unique Collectors	Duration	Notes
Coinbase	485k	359,709	1 Week	Announcement Mint
Rainbow	128k	123,369	3 Days	Custom metadata renderer
Escher	144k	31,525	36 Hours	Announcement Mint
Utopia	64k	4,159	1 Day	Commemorative Mint
Gnosis	25k	16,492	30 Days	Product introduction.
Zora - Enjoy	96k	38,098	5 Days	Launch announcement
Gitcoin - Impact	9.4k	5,890	30 Days	Mint still in progress.
Coinbase - Shield	103k	39,647	Forever	Rallying Mint.
CashmereLabs	70k	14,053	1 Month	Launch Mint for Early Adopter
Worldcoin	67k	59,421	20 Days	Announcement Mint

Trends we have seen:

Longer mints (72+ Hours) have performed very well in the market.
Coinbase and Gnosis implemented mint limits per address (1 per address).
Obvious, but mint limits per address mint volume, but increase unique minter ratios.
Updating metadata during/after mint is a new form of engagement / comms for brands.
Escher leveraged this during their latest release to engage their community on socials.
Personalized mints pages resonate with communities and increase sharing on socials.