From Sneakers to Trading Cards & Collectibles: Brand Repositioning and Content Creator Collaboration

Giveaway Campaign Collaboration with pokibun__

Various Pokémon trading cards, including Pikachu with a witch hat, Charizard, and others, are displayed on a colorful, lightning-patterned background, with a large text overlay promoting investment in Pokémon singles with high potential.

OVERVIEW

SNKRDUNK, originally a sneaker-focused brand, repositioned to enter the rapidly growing $3.4B trading cards and collectibles market, aiming to engage new audiences while maintaining credibility with its existing sneaker community. Simultaneously, the brand expanded into North America to diversify revenue streams, grow global presence, and strengthen overall market relevance.

As Brand Marketing Lead, I oversaw research, strategy, content creation, and campaign execution, ensuring all initiatives were data-driven, community-focused, and aligned with business objectives.

A man standing in a toy aisle with Pokémon merchandise, smiling, with shelves filled with Pokémon toys and video games behind him.
Instagram post with a pink background, lightning graphic, and photos of people playing trading card games and holding Pokémon cards. The post explains a person's first experience with collecting TCG cards, mentioning specific cards and personal anecdotes.

STRATEGY & TACTICS

Targeting collectors with $80K+ collections and influencers with 5K–100K+ following on Instagram, content produced including interviews published on website, market insights, best-selling card highlights, upcoming releases, and giveaway campaigns, including the inaugural “Card of the Year”, designed to drive app DAU/MAU in high-GMV regions, primarily the US, SG, AU, and CA.

A young woman with glasses smiling and holding a Poké Ball in one hand and a smartphone showing the Pokémon Go game in the other. She is outdoors on a grassy field, and the photo appears to be a screenshot from an Instagram post.
Black and white photograph of Minh Hoang wearing a colorful patterned shirt, at a trade show or convention table, with promotional materials, and addressed under a vibrant blue and yellow background. The text overlay introduces Minh as the CEO of GradedGuard and an avid collector.

IMPACT

Instagram followers from 29K to 65K (+124%) and significantly strengthening brand awareness and market visibility within 2022 and 2025.

Influencer partnerships amplify brand presence. Their advocacy attracted new audiences and encouraged followers to engage directly with the brand.

Engagement across posts rose noticeably (shown in images).

Two people sitting at a table with two Pokémon-themed candy boxes in front of them. The person on the left has glasses and long brown hair, wearing a gray hoodie. The person on the right has glasses, dark hair, and a beard, wearing a black shirt and a cross necklace. The background is an indoor room with a beige wall and a ceiling light. There are subtitles that say, 'Open some terastral festival with us.'

Image and video credits:
SNKRDUNK, pokibun_, lennie.pulls