Cannes Lions

Twitter NFT Profile Picture Feature

TWITTER, San Francisco / TWITTER / 2022

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Credits

Overview

Background

Customers on Twitter use NFTs as a form of self-expression and identity. It is not uncommon for customers to replace their profile pictures with NFTs they own to signal belonging in the NFT community and membership in a given NFT collection.

Both on and off Twitter, there has been a growing issue of accounts displaying copied NFTs as profile pictures and claiming ownership over them, a concept commonly known as ‘right click saving’.

To combat this problem, we created NFT Profile Pictures so customers can show off NFTs they own directly on Twitter. This feature requires customers to verify ownership of the wallet address that holds the NFT they want to display, after which NFT Profile Pictures are displayed in a distinctive rounded hexagon shape across Twitter.

Please note, this feature was built in-house and had no associated cost.

Idea

Customers on Twitter use NFTs as a form of self-expression and identity. It is not uncommon for customers to replace their profile pictures with NFTs they own to signal belonging in the NFT community and membership in a given NFT collection.

On Twitter, there was a growing issue of accounts displaying copied NFTs as profile pictures and claiming ownership over them, a concept known as ‘right click saving’.

Our goal was to give customers the ability to claim ownership of their NFTs directly on the Twitter platform via NFT Profile Pictures. This feature requires customers to verify ownership of their wallet address that holds the NFT they want to display, after which these profile pictures display as a distinctive rounded hexagon shape across Twitter.

Furthermore, we wanted the feature to have an NFT details view, where anyone could see additional information such as the NFT collection, properties and more.

Execution

Twitter is the place for discovery, learning, and sharing of NFTs. This is where real-time conversation happens in the crypto community, and where customers create digital identities with their NFTs. We created NFT Profile Pictures to cater to the NFT owning community on Twitter, especially for those who already have NFTs as their profile picture.

Our goal was to create a feature that gave customers a seamless experience when setting up their crypto wallet connections. Through direct partnership with MetaMask, Coinbase, and WalletConnect, our team established a way for customers to briefly connect and sign an attestation within their crypto wallets to verify ownership of their crypto wallet address, and subsequently any NFTs in that wallet. Currently supported wallets include: MetaMask, Coinbase Wallet, Rainbow, Ledger Live, Trust and Argent.

When a customer sets an NFT Profile Picture, the profile picture becomes a unique rounded hexagon shape that was selected for its scalability across all Twitter features. The hexagon also nods to the most commonly used shape to denote NFTs today.

After setting an NFT Profile Picture, customers can view NFT details, which includes metadata such as NFT collection, description, properties and more. We are able to populate this information by leveraging Opensea’s API.

Engineers and product managers shipped the product within 2 months from inception to public availability on iOS, quickly followed by Android.

This feature was well received by the NFT community, with #NewNFTProfilePic trended #1 on Twitter on launch day. The launch announcement and video campaign garnered over 29.8M impressions and generated coverage on the Wall Street Journal, AdAge and dozens more.

Twitter is the first major social media platform to integrate web3 features into the app’s ecosystem - this early commitment has differentiated Twitter as a social media leader in the emerging web3 landscape.

Outcome

Twitter is the first major social media platform to integrate web3 features into the app’s ecosystem - this early commitment has differentiated Twitter as a social media leader in the emerging web3 landscape. Additionally, customers can now show off their NFTs in their profile pictures.

The launch of our feature highly resonated with the NFT community on Twitter. #NewNFTProfilePic trended #1 on Twitter on launch day, with the community Tweeting about their excitement over the new feature. The launch Tweet announcing the new feature garnered over 29.8M impressions and over 1.4M engagements. On launch day (1/20/2022), there were over 2.9M Tweets about NFTs (versus daily average of 1.7M Tweets in December 2021). In just 3 months, 43% of Twitter Blue customers have set up an NFT Profile Picture. The feature and supporting campaign generated coverage on AdAge, Wall Street Journal, CNN, Forbes, Fortune, WWD, Mashable, TechCrunch and more.

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