Doodles
Doodles is a community-driven Web3 brand that focuses on creating joyful, hand-drawn characters and digital collectibles. Known for its vibrant, pastel-colored art style and unique characters, Doodles has grown to become one of the most iconic projects in the NFT space. The brand leverages blockchain technology to offer an immersive digital experience, bridging the gap between art, technology, and community engagement.
Product/Service
Digital collectibles and NFTs
Industry
Blockchain (Web3)
Financing
Venture Backed
Sales
$250M (TTV)
Revenue
$35M
Challenge
Target
Doodles targets a diverse and digitally-savvy audience that spans across crypto enthusiasts, NFT collectors, digital art lovers, and a growing community of Web3 adopters. This demographic is characterized by its familiarity with blockchain technology, appreciation for digital ownership, and desire for exclusive, creative experiences. The target audience typically includes millennials and Gen Z, who value uniqueness, innovation, and community involvement.
The Idea
The core idea behind Doodles is to create a joyful, inclusive, and visually captivating digital brand that blends hand-drawn art with the utility of NFTs, making digital ownership an engaging and rewarding experience. Doodles was conceived to be more than just a series of digital collectibles; it’s an evolving universe where each NFT serves as an entry point into a broader ecosystem of experiences, collaborations, and interactive elements.
Strategy
Product Offerings
Doodles offers a diverse range of digital products and experiences centered around its collection of unique, hand-drawn NFTs. The core offering remains the original Doodles NFT collection, featuring 10,000 colorful characters, each with distinct traits and rarity levels. Building on this foundation, Doodles expanded with Doodles 2, an avatar-based project that allows users to create customizable, dynamic NFTs. The brand’s offerings extend into exclusive merchandise, including apparel, collectible vinyl figures, and partnerships with major brands like Adidas and Crocs..
Brand Messaging
Doodles offers a diverse range of digital products and experiences centered around its collection of NFTs. The core offering remains the original Doodles NFT collection, featuring 10,000 colorful characters, each with distinct traits and rarity levels. Building on this foundation, Doodles expanded with Doodles 2, an avatar-based project that allows users to create customizable, dynamic NFTs. The brand’s offerings extend into exclusive merchandise, including apparel, collectible vinyl figures, and partnerships with major brands like Adidas and Crocs.
Visual Identity
Doodles’ visual identity is defined by its vibrant pastel palette, playful character designs, and minimalistic yet expressive art style. The visuals are instantly recognizable, featuring charming hand-drawn characters with bold lines and a distinctive, whimsical look. The use of soft, calming colors creates a joyful and welcoming atmosphere, which is reflected consistently across all brand touchpoints, from the website to social media. This cohesive visual presentation sets the tone for Doodles’ overall aesthetic and has become a hallmark of the brand, contributing to its strong recognition in the NFT space and its appeal to a broader audience.
Social Media
Doodles’ social media strategy focuses on building a strong, visually-driven brand presence through playful, vibrant content that highlights the creativity of their universe. The brand leverages its distinctive pastel art style and whimsical characters to tell engaging stories and showcase collaborative projects, like the recent McDonald’s campaign, which extends its cultural reach beyond the Web3 space. The strategy prioritizes community engagement, featuring fan art, interactive posts, and behind-the-scenes insights that foster a deeper connection with followers.
Marketing
Doodles’ marketing strategy is focused on engaging a wide audience through strategic partnerships, unique digital experiences, and a strong community emphasis. By collaborating with well-known figures like Pharrell Williams and popular brands like McDonald’s, Doodles creates buzz and extends its cultural impact, introducing the brand to new audiences. The marketing approach combines limited-edition NFT drops, interactive storytelling, and real-world product releases to maintain excitement and foster brand loyalty. This integrated strategy allows Doodles to stand out in the NFT space, balancing exclusivity with broad accessibility, and appealing to both dedicated collectors and casual fans.
Doodles’ marketing strategy revolves around four core pillars: Community Engagement, Strategic Collaborations, Immersive Experiences, and Merchandise Expansion. These pillars collectively form the foundation of Doodles’ approach, allowing the brand to foster a strong, loyal following while expanding its appeal beyond traditional NFT markets.
Social Media
335K
TikTok
66K
N/A
Twitter (X)
391K
YouTube
400K
12K
Community Engagement
Community engagement is at the heart of Doodles’ strategy, prioritizing active participation and direct feedback from its members. The brand consistently engages its audience through polls, AMAs, and lively discussions on Discord, fostering a strong sense of shared ownership and inclusivity. By highlighting fan art and community contributions, Doodles cultivates a welcoming environment that deepens loyalty among existing holders and attracts new fans who value a collaborative and interactive brand culture.
Strategic Collaborations
Strategic partnerships are a key growth driver for Doodles, helping the brand reach new audiences and increase its cultural relevance. Collaborations with notable figures like Pharrell Williams and iconic brands like McDonald’s showcase Doodles’ ability to integrate its characters and art style into broader contexts. These partnerships often feature unique product releases and creative campaigns that capture public interest, positioning Doodles as a versatile brand capable of resonating with both digital and mainstream consumers.
Immersive Experiences
Doodles differentiates itself through its commitment to delivering immersive and interactive experiences that engage its community beyond simple NFT ownership. The brand frequently hosts digital events and exclusive content drops, providing holders with unique perks and ways to engage with the evolving Doodles universe. Initiatives like the customizable avatars in Doodles 2 exemplify this pillar, offering users new, personalized ways to interact with their digital collectibles, thereby enhancing the overall user experience and value.
Merchandise Expansion
Doodles leverages its strong visual identity and brand recognition to expand into physical merchandise, creating a tangible connection between the digital and real world. The website features a variety of branded products, from apparel collaborations with Adidas to exclusive vinyl figures and collectible items. Limited-edition releases add a layer of rarity and exclusivity, appealing to both NFT collectors and general fans of the Doodles aesthetic. This strategy helps diversify revenue streams and solidifies the brand’s presence in mainstream culture, reinforcing its position as a lifestyle brand.
Website
The Doodles website is a vibrant and engaging digital hub that showcases the brand’s creative universe, featuring a mix of interactive content, merchandise, and community-driven features. The homepage highlights key offerings like DoodlesTV, where exclusive animated content such as “Doodleverse” is available for fans, featuring collaborations with high-profile personalities like Pharrell Williams.
The site seamlessly integrates a Shop section offering branded merchandise, including apparel, vinyl figures, and limited-edition collaborations, blending digital collectibles with physical products. It also includes curated packs and exclusive NFT drops, emphasizing the brand’s focus on unique, collectible experiences.
