Snoop Dogg x Bored Ape Yacht Club
AnkhLabs delivered go-to-market and creator strategy for the Snoop Dogg x Bored Ape Yacht Club activation, pairing a globally recognised music artist with the most established NFT IP in crypto. The campaign reached 2.5M+ people and drove $650K+ in sale volume.
The brief
Mainstream celebrity activations in Web3 fail when they are treated as endorsements rather than launches. The brief was to reach both Snoop Dogg's mainstream audience and the crypto-native BAYC community without diluting either, and to convert attention into on-chain participation rather than impressions alone.
What we did
We built a launch narrative that gave the collaboration a reason to exist beyond the celebrity name, then sequenced distribution across Crypto Twitter, alpha communities and mainstream culture channels. Creator activation was tiered so crypto-native voices carried credibility while broader channels carried reach. Launch-day timing was orchestrated so mint mechanics, KOL posts and community activity peaked together.
Methodology. Campaign reach and Sale volume as reported by client and platform data. Figures as of Q3 2026. Engagement window and full methodology available on request.
Last updated 30 July 2026