PFP collections as GTM Infrastructure

In web3, successful go-to-market strategies start with community. And increasingly, brands and blockchains are using PFP drops as a way to activate that community from day one.

For new L1s and L2s, a PFP drop can act as a wedge into the broader ecosystem strategy. It’s a lightweight way to incentivize user acquisition and activity, build reputation and cultural capital, and prove your infra is up for the task.

Real-World Examples

Pudgy Penguins turned their collection into a retail strategy, using NFTs to unlock physical toys and an in-store presence at Walmart.

World of Women built an IP-centric platform on top of its drop, partnering with consumer brands and entertainment platforms to expand distribution and utility.

Doodles started as a 10K PFP collection and quickly evolved into a full entertainment brand with animations, music, and major collabs like Pharrell and Adidas.

These aren’t simply “NFT projects.” They’re brand activation tools with measurable commercial outcomes.

The PFP Playbook:

We’ve supported high-profile PFP launches across emerging networks, each with its own approach to community structure, utility, and on-chain integration.

Let’s take a deeper look at how Rarible led Scope, Camp, and Espresso through their pivotal PFP launches. Each project followed a different path, but they all used NFTs as a tool for user acquisition, ecosystem signaling, and long-term engagement…with Rarible as the launch partner making these drops possible.

GTM Framework: What a PFP Drop Can Unlock

Before we dive into the case studies, here’s how a well-designed PFP drop supports your GTM goals. Each of the following drops used these levers in different combinations, depending on their GTM priorities.

Building your brand narrative: After School Club (ASC) on Scope

The objective: Launch a creator-focused NFT marketplace and signal Scope’s positioning as a key app on the new Eclipse chain.

Drop Overview:

• 10,000 colorful and playful PFPs that successfully positioned Scope as a culturally active marketplace on Eclipse.
• Added money to the Scope Creator Fund, fueling further creations on the Eclipse Chain.
• Set a strong precedent for creator-first launches on Eclipse.

GTM Mechanics:

• Narrative-led launch: ASC framed as a club for creative misfits, mirroring Scope’s mission to onboard creators and non-crypto users.
• Whitelisting strategy: Pre-mint demand driven by daily Discord activations, “detention”-themed events, and community competitions.
• Utility hooks: Holding an ASC NFT may make users eligible for future airdrops and ecosystem incentives.
• Chain integration: By launching exclusively on Scope with RaribleX, the collection funneled new users into Eclipse’s environment and tested its NFT infra.

Results:

• 10,000 PFPs minted in 45 minutes.
• Over $11M in trading volume to date.
• Huge contributor to over $13M GMV on Scope.

“We’ve been building momentum and trust with our community for over seven months, engaging with them daily through AMAs, gathering their feedback, and truly listening to what they wanted from this collection.”—Alucard, Co-founder of ASC and Community Lead at Eclipse Foundation.

Growing hype in testnet phase: TrailHeads by Camp Network

The objective: Use a narrative-driven PFP drop to onboard values-aligned users into the Camp ecosystem.

Drop Overview:

• A collection of 2,000 hand-made, unique avatars, designed by the Camp community for the Camp community.
• Launched on the Ethereum Network, with plans to bridge to Camp Network once Mainnet is live. This allows Camp to build hype and earn revenue, before Mainnet even goes live.
• Collection divided between two drops of 1,000 NFTs each.Ongoing campaigns for allowlist spots maintain engagement and grow the Camp Ecosystem (see examples here and here).

GTM Mechanics:

• Mainnet launch, testnet phase: Camp launched the drop on Ethereum to start building community and generating revenue before their own chain was live. It gave them funding and momentum without waiting for mainnet.
• Community-led design: The TrailHeads were created with the Camp community, who helped design and shape the avatars from day one. This meant that Camp users felt a deeper connection to the collection, and the brand.
• Earned allowlist spots: Spots weren’t handed out for free. Users got on the allowlist by participating in art contests, sharing ideas, and joining early community efforts. This kept the hype real and values-aligned.

Results:

• Converted early interest into an identity-based community with viral appeal, increasing brand awareness across the digital asset space.
• Reinforced Camp’s positioning as an experimental, user-centric network.
• 1,000 NFTs sold out in minutes, raising over $580K in volume to date, and over $500K in GMV.

“TrailHeads have played a key role in elevating Camp’s brand and community. The collection has helped bring new users into the ecosystem, sparked a countless number of creative content, and has brought holders closer to the Camp community. They've been one of the focal points in our road to mainnet through several campaigns we've been running.”

– Usman, Head of Community at Camp

Showcasing your chain’s tech: The Composables by Espresso Network

The Objective: Activate an early adopter community and showcase Espresso’s cross-chain infrastructure in action through a modular, narrative-driven PFP drop.

Drop Overview:

• Modular PFP collection featuring 5,000 avatars designed around composability and interoperability.
• Built in collaboration with Rarible and RARI Chain, with artwork by Martin Egrt.
• Positioned as both a high value collector experience and a tech demo for Espresso Network’s cross-chain tech, with future activations planned to showcase interoperability.

GTM Mechanics:

• Participation-based allowlist: Spots earned via quests, hackathons, and creator programs—no free hype farming.
• Tech proof via product: This collection will function as a demo of Espresso’s cross-chain capabilities.
• Strategic chain partnership: RARI Chain was Espresso’s first integration, with strong ecosystem alignment that fueled growth on both sides through co-marketing.

Results:

• 5,000 NFTs sold out within hours (with the public phase selling out in minutes).
• 715+ ETH in secondary volume within the first week.
• $11M+ Total Value Locked on RARI Chain post-drop.

"Unlike most NFT collections - wherein the NFTs are difficult to migrate from one chain to another - the goal with The Composables is to leverage Espresso to get them moving seamlessly throughout the Espresso ecosystem. We are excited to be working on products and features that will enable this functionality over the coming months".

– Jill Gunter, CSO at Espresso Network. 

GTM Playbook: What to Replicate

If you’re planning a PFP-led go-to-market campaign, here’s what we recommend based on these launches:

1. Align the Drop with Your Product or Chain Narrative

Let the collection reflect your GTM thesis. ASC told a story about creators. Trailheads spoke to contributors. Composables showcased infrastructure. Each drop was tightly linked to the chain’s value prop.

2. Incentivize On-Chain Behavior

Don’t stop at the mint. Use the NFT as a trigger for participation: early access, gated channels, quests, reward eligibility.

3. Design with Utility from Day One

Consider what the NFT does, not just what it looks like. Whether it gates access, evolves over time, or interacts with apps—make the asset useful.

4. Think Beyond the Drop

Plan a post-mint roadmap that keeps holders engaged: airdrops, activations, partner perks, or dynamic mechanics that evolve.

PFP drops aren’t just a web3 novelty. They’re programmable assets that can unlock growth, retention, and market traction when used strategically. If you're launching a chain, a product, or a brand into the web3 ecosystem, they can be one of the most effective tools in your GTM stack.