Double Jump Tokyo: Tezuka Osamu NFTs sold out in an hour and closed a 120 ETH auction

The client

Double Jump Tokyo is a Japanese blockchain company, founded in 2018, that helps businesses turn their existing assets into NFTs. An NFT is a digital certificate that proves who owns an item. In December 2021, it worked with Tezuka Productions, the company that manages the work of Tezuka Osamu, creator of Astro Boy, to sell his original manga artwork as official NFTs.

The challenge

The main market for Tezuka's work was Japan. A sale on a global marketplace also needed buyers from other countries, which created four challenges:

• Japan-only reach: earlier marketing had only reached a Japanese audience.
• No English-speaking community around the project.
• A new kind of asset: international buyers needed to understand why manga manuscript art was worth owning as an NFT.
• One week to sell: the whole sale happened in a single week.

What we did

As the launch partner, TokenMinds planned the international campaign around these gaps in three phases: preparing the launch, building the audience, and supporting the sale. The work came down to seven steps.

1. Understanding the sale and its buyers. Two products were for sale: one Astro Boy mosaic, sold by auction, and a collection of 1,000 artworks at a fixed price of 0.08 ETH (about $310) each. The target buyers were manga fans and NFT collectors outside Japan, and both sales happened within one week.

2. Planning a four-channel campaign. With only one week of sale, the goal was to build awareness before the sale opened and keep attention until it closed. We planned four channels: influencers, PR, forums and a live AMA. Influencer posts and the launch article introduced the project before the sale, forum posts kept it visible during the week, and the AMA supported the final bids.

3. Writing the launch article. To give every channel one clear message, we wrote a launch article that explains three things in simple language: what is being sold, who Tezuka Osamu is and why his work matters, and how to join the sale.

4. Placing it in crypto press and forums. We sent the article to the crypto news sites NFT buyers read. It was distributed to more than eight publications, including ZyCrypto, Coinspeaker and Bitcoin Insider, and news feeds and search results carried it further. In total, the promotions brought more than 3 million visits to the sale website.

Many crypto buyers read forums before they decide to buy, so we also shared the article on forums such as Reddit, TopGoldForum and BitcoinTalk, with more than 15 posts planned.

5. Activating crypto influencers. Trusted accounts give an NFT project organic reach among their followers. We worked with crypto and NFT influencers on X and Telegram to introduce the sale before it opened. Together, the X accounts had more than 800,000 followers, and the Telegram channels reached more than 500,000 people.

6. Hosting a live AMA during the auction. Buyers often have questions before they place a bid, so we organized an AMA (ask me anything), a live Q&A between the team and the buyers. We booked Crypto Talkz, an AMA community on Telegram, for the last 30 minutes of the auction. Double Jump Tokyo's head of global business development answered the questions, and the bid reached 120 ETH during the session.

7. Selling out and closing at 120 ETH. On the first day, all 1,000 fixed-price NFTs sold out within one hour. At the end of the week, the Astro Boy mosaic sold for 120 ETH, 12 times its 10 ETH opening bid. OpenSea shows the value of this sale as about $466,000.

Results

TokenMinds' services cost $21,500, and the sale raised about $466,000: a 21.7x return on our fee.

• 120 ETH (about $466,000) raised at auction, 12x the opening bid
• 1,000 fixed-price NFTs sold out within one hour
• 15,000+ community members gained
• 800,000+ followers reached on X and 3 million+ website visits

Conclusion

Our token sale campaigns for SPWAY, Alberich Token, MMAON, Double Jump Tokyo, GensoKishi, GoMeat, and Remme significantly enhanced each project's community engagement, visibility, and fundraising success. By employing tailored strategies across multiple platforms, we helped each client achieve outstanding results in their token sales.

• Driving Engagement and Visibility: Executed targeted PR and influencer campaigns that generated high levels of visibility and engagement, driving interest and participation in the token sales.
• Expanding Community and Reach: Successfully grew community sizes across platforms, leading to strong support and active participation in each project's token sale.
• Achieving Fundraising Success: Raised significant funds through strategic marketing efforts, ensuring each project met or exceeded their fundraising goals.

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