What's In My Wallet: Part 2

Welcome to "What's in My Wallet," a blog series aimed at educating brand and loyalty marketers about the power of crypto wallet data. In this series, we will explore how you can use information from crypto wallet token ownership and trading history to better understand your customers and prospects, and ultimately drive more effective marketing campaigns.

Affinity Insights

In the dynamic and ever-evolving world of cryptocurrency, taking a closer look at NFT wallet holdings serves as a crucial tool for understanding users' interests and preferences. By examining the categories of NFTs within a wallet, marketers can extract valuable insights about what truly captivates their target audience.

A wallet teeming with sports-related NFTs might indicate that the user has a fervent passion for athletics, with an eager curiosity in the latest happenings across teams and leagues. On the flip side, a collection of fashion and apparel NFTs could signal a discerning eye for style, possibly suggesting a potential interest in exclusive capsule releases or emerging designers.

An independent analysis run on RaceDayNFT collectors shows the share of other collections fans are buying. The majority of these collections were sports related.

Going beyond the surface, marketers can further delve into the specific NFT collections stored in a user's wallet to uncover even more nuanced information. By pinpointing the sports/athletes or brands that a user genuinely admires through NFT ownership, marketers can craft targeted messaging and promotions that resonate with these interests, ultimately fostering stronger connections with their audience.

Furthermore, understanding a user's NFT wallet composition enables marketers to identify potential cross-promotional opportunities or collaborations. For instance, a user who holds NFTs from both gaming and fashion brands might be interested in a crossover campaign featuring virtual in-game outfits designed by a popular fashion label.

Competitive Insights

Diving deeper into a user's interests, wallet analysis can also unveil valuable details about their brand affiliations and preferences across various domains, such as luxury, retail, gaming, and entertainment. By closely examining the NFT collections stored in a user's wallet, marketers can identify the brands and franchises that resonate most with their audience in each sector.

Take the luxury and fashion domains, for instance. By spotting NFTs linked to prominent fashion houses or exclusive luxury brands, marketers can decipher a user's penchant for high-end goods and tailor their marketing strategies accordingly. This insight can be further leveraged to highlight brand collaborations, limited-edition offerings, or bespoke services that might entice these discerning customers.

Given the crossover between the luxury market and CryptoPunk NFT holders, Tiffany sold a limited collection of 250 custom CryptoPunk pendants for 30ETH each (approximately $50K at time of sale)

In the gaming and entertainment spheres, wallet analysis can reveal users' favorite franchises, preferred gaming genres, or even their affinity for specific movie or TV series. Armed with this information, marketers can create targeted campaigns that showcase new game releases, merchandise, or exclusive content related to users' cherished franchises or genres.

Moreover, wallet data can prove instrumental in competitive analysis, offering marketers a treasure trove of insights about their rivals and their respective customer bases across these domains. For example, by identifying shared NFT holders between luxury brands or gaming competitors, marketers can gain a better understanding of the customer segments they're vying for. This information can then be employed to differentiate their marketing efforts and promotions, attracting customers who might be more inclined to their unique offerings.

The brand and competitor insights extracted through wallet analysis can also inform product development and partnerships. If a user holds NFTs from a particular fashion brand or gaming franchise, it may indicate a strong affinity for that brand and a willingness to engage with related products or services. Recognizing these patterns, marketers can explore potential collaborations with influential designers, game developers, or entertainment studios to expand their product offerings and appeal to their audience's preferences.

Similarly, by identifying the most popular NFT collections among a competitor's customer base, marketers can pinpoint potential partnership opportunities or areas for product expansion within their industry. This approach can help brands stay ahead of the curve, capitalizing on emerging trends and capturing the attention of their target audience.

Although Prada have entered the NFT space since, they originally collaborated with Adidas on the re-source project. It could be speculated that this was a way to test the market and learn about the space before launching their own project.

Event-Based Insights

NFTs have the potential to revolutionize event attendance and engagement with broadcast TV content. By offering free digital collectibles redeemable at events or during specific TV broadcasts, marketers can track the redemption data to identify attendees and measure viewer tune-ins. This information can be used to gauge the success of events, assess viewer demographics, pinpoint ‘superfans’ through repeat redemption, and tailor future marketing initiatives to better resonate with the target audience.

For example, a music festival could distribute exclusive NFTs that can only be redeemed by attendees. Analyzing the redemption patterns, organizers can identify the most popular performances and even pinpoint specific areas of the festival that garnered the most interest. Similarly, a television network could release time-sensitive NFTs during the premiere of a new show or a special broadcast event, using the redemption data to evaluate viewership and audience engagement.


By analyzing NFT wallet holdings and trading history, marketers can better understand their customers' interests, preferences, and affiliations across various domains, enabling them to craft highly personalized marketing initiatives. Furthermore, wallet data offers valuable insights into emerging trends and potential collaboration opportunities, allowing brands to remain at the forefront of innovation while capturing the attention of their target audience. As the world of cryptocurrency and NFTs continues to evolve, marketers who harness the potential of wallet analysis will stand at the cutting edge of customer engagement and marketing success.


Stu Richards (aka Meta Mike) leads Partner Success at GigLabs and has a passion for contributing to the education and enablement of the open metaverse. Gigantik is an end-to-end web3 engagement platform and marketplace provider built for enterprise brands. It empowers marketing teams to own the experience of creating, selling, and distributing NFTs while enabling them to generate repeatable customer loyalty campaigns and activations using built-in utility tools. Gigantik provides a seamless end-user experience and onboarding using credit card and wallet integrations.

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