SM Entertainment
AE Girls: Aespa x Blake Kathryn
AE Girls: Aespa x Blake Kathryn
BACKGROUND
749M+
Global Media Reach Impressions
$6.78M
Generated Advertising Value
22.7M+
Social Reach Impressions
CHALLENGE
K-pop group Aespa — the first Metaverse act in the genre, comprising four real members and their digital avatars — was preparing to release their album GIRLS and debut in North America. The opportunity called for a launch that honored both their music and identity as a group living at the intersection of physical and digital worlds. INVNT was tasked with bringing that vision to life through a first-of-its-kind NFT collaboration with New York-based artist Kathryn Blake.
STRATEGY
INVNT led end-to-end project management, campaign strategy, and creative development for the æ girls NFT collection. This was done in partnership with Connecting Dotts, who managed K-talent relations and global PR and MarComms.
The collection was structured as a three-part series: Dreamspace, a single-edition 1:1 artwork; Altars, four fine art portraits of each æspa member in editions of eight; and MY Pass, an access key created for fans and collectors. Available exclusively on Sotheby’s Metaverse from October 13–28, 2022, the collection also featured at Sotheby’s Fall Sales Series in Hong Kong and an exhibition at Sotheby’s New York galleries. To support accessibility, the campaign included an educational component helping fans unders
IMPACT
The æ girls collection exceeded every benchmark. Earned editorial coverage across 419 placements , including the Hollywood Reporter — generated 749M impressions and an advertising value equivalent of $6.78M. Social reach extended to 22.7M impressions, and the dedicated auction page drew 40.5K unique visitors.
