Insights from an exclusive interview with WoW’s representative, Adelina Mattera, to help web3 brands replicate their success story.

Are you a web3 founder or creator looking to build something extraordinary in the space? Perhaps you are already building and have hit several bumps till you got stuck.

Now, you are left wondering how top web3 brands struck it big. Well, you clicked the right link.

This article is replete with insights and secrets from one of the fastest-growing web3 brands to help you save time, avoid mistakes and utilize opportunities while building.

This is your go-to playbook for massive growth and you might have as well guessed the brand in question :)

World of Women continues to be a wonder to the NFT space, after pulling top-rated celebrities like Reese Witherspoon and Steve Aoki into the community, the brand went on to seal exclusive partnership deals with top brands like FC Barcelona and Hasbro.

In an exclusive interview with Adelina Mattera — The head of communications for WoW — she revealed the team’s peculiar approach to building World of Women which brought tremendous growth.

How World of Women (WoW) Built a Global Web3 Brand

I broke down their unique growth approach into 5 main points.

Innovative Inception
The Build-in-public strategy
Mission Oriented Collaborations
The community members to co-creators switch
Tracking community-focused KPIs

Let’s explore how all these pieces built the iconic WoW brand

Innovative Inception

Let’s dig down to WoW’s foundation, shall we? Great, stick with me.

Yam Karkai, the artist and co-founder of World of Women wanted to get a PFP but she couldn’t find any that uniquely represented her in any of the available projects at that time.

She noticed a huge lack of diversity and inclusion in the space and that was when her big aha moment came. Driven by the need in the space, she set out to make a difference and WoW was born.

In the interview with Adelina, she disclosed what gave WoW her first push and NO, it wasn’t just the art as many people think.

It was because the mission of the project resonated with the dire need in the space.

“A leader is the one who knows the way, goes the way, and shows the way.” — John Maxwell

The Build-in-Public Strategy

The WoW team employ what they call the build-in-public approach to create a truly market-fit product.

Here’s how it works; they table the product’s roadmap, and opportunities before their most engaged members to get their feedback on where the brand is headed.

They also leverage highly visible collaborations and major partnerships to offer their members top-tier value on the global stage of art, tech and culture.

The most essential part of this building strategy is communication. I love the way Adelina put it:

“…in the web3 space (and beyond, actually) keeping open lines of communication with our community is mandatory

Not only open lines and transparency in our comms but finding ways to work hand-in-hand to deliver an experience that’s true to our community's desire.”

Mission Oriented Collaborations

Since the brand has a clear mission, all marketing efforts are geared towards fulfilling that mission and that’s one of the factors that established them as a blue chip project.

Remember we discussed how Yam Karkai noticed a lack of inclusivity in the space? Good. Their approach to collaboration solves that.

Adelina explained how the WoW collaborations help bridge the gap between traditional, web2 brands and unlock the possibilities in web3 and on-chain participation.

In other words, they didn't just run collaborations at random but ensured it was well-tailored and aligned with their brand’s mission. Every collaboration takes them a step further to fulfilling their goals and making the dream a reality.

For instance, the partnership with Moet Hennessy, FC Barcelona, Cloudy Bay and Hasbro connected WoW with their huge global audiences and availed them the opportunity to introduce their unique mission to people beyond the web3 space and get them on board.

Also, their massive work in philanthropy and grant-giving has attracted some huge partnership opportunities like the $25 million donation from the partnership with a metaverse platform — The Sandbox.

The Community Members to Co-Creators Switch

When you take a look at the WoW community, you don’t just see a bunch of community members increasing the market cap, no-no. You see co-creators building an iconic brand alongside the team.

They made it possible by engaging their community in the building process and providing them opportunities to employ creative ideas and solutions in moving the brand forward.

Adelina divulged how the community is actively involved in…

Onboarding more people to web3
Bringing in their communities to WoW
Welcoming and educating newcomers
Building their latest product, Patio — a digital community hub.
Supporting the brand in real-life events and meetups around the world.

“They’re trailblazers, and their initiatives contribute to our overall success.” — Adelina M

Adelina also disclosed how the community became active advocates involved in marketing the brand when they saw their commitment to building.

Influential community members like Gary Vee, Eva Longoria, Reese Witherspoon, Madonna, and Shonda Rhimes recommended the project to their massive communities.

Tracking Community-Focused KPIs

They don’t just track what’s engaging, they track what’s resonating.

It’s not just about the amount of impressions they had per post, they are more about the amount of community members interested in what they posted so they can better deliver what resonates.

They also track what needs improvement and according to Adelina, this means experimenting with different content types, channels and messaging to reach their reach community where they are and find new members keen on joining their mission.

“Likewise with product decisions and direction, we are always keeping our eyes on metrics around participation and engagement, in hope to build products our community will want to use, and see the direct value in.” — Adelina

Where To Start?

Okay, I know all we have discussed might be quite a lot to take in and you are wondering, where in the world do I start from?

Here’s what Adelina has to say;

My first advice would be to find a project that you deeply believe in, not something that you think will please others, but something that satisfies you as an individual. From there, finding people with whom your project resonates will be easier.

Remember that the vision of WoW is one that Yam Karki believed in with such strong convictions, so it was easy to find those who resonated with it and organically share the mission and why it matters.

Voila! That was how a community connected around with the same values and ambition was formed.

Like Adelina said during the interview

“your vibe attracts your tribe”

In closing, It’s pretty hard to reach perfection and manage expectations with so many opinions and demands from any startup! But that’s expected

Be open to experimenting and exploring different horizons, because those adventures are lessons to help build your brand-strong.

each project is unique and requires a special foundation and special care — Adelina M

Adelina’s Final Words

“Our brand, which is still pretty young, has come a long way in a very short amount of time! And I’m very proud of everything we’ve achieved since the launch of our very first collection, World of Women. There’s only one way, and that’s forward, so let’s see what the future holds!”

If you play your cards right and leverage the strategies revealed by the WoW team, you can replicate their results. Remember, this is your one-stop playbook for massive growth.

Cheers from my screen to yours!