Customer-driven campaigns for maximum authenticity

Building NYX Professional Makeup UK's first ever campaign based purely on customer advocacy.

“Consumers’ expectations have dramatically changed. We’re building out a more participatory model… Putting consumer voice at the centre of what we do”.

Ellis Lanyon, Head of Digital, NYX Professional Makeup UK.

Over 500 product reviews directly used within the campaign – with 94% converting to 4 stars and above.

Over 300 pieces of community-generated ‘before and after’ video content.

Potential content reach of millions via Bulbshare’s unique Social Sharing functionality and Bazaarvoice integration.

Overview

Part of the L’Oréal group, NYX Professional Makeup believes pro-level makeup should be accessible for all, colour and self-expression should never be filtered, and the customers' way of doing things should always be proudly celebrated. Founded in Los Angeles in 1999, they champion creativity, freedom and individuality.

Industry

Makeup and cosmetics

Bulbshare community

Use case

Content, reviews and customer advocacy

www.nyxcosmetics.co.uk

Aim

Create the first NYX Professional Makeup UK campaign driven purely by advocacy, powered by Bulbshare, around the tagline of ‘Can’t Stop Won’t Stop All The Obsession’.

Strategy

NYX Professional Makeup UK want to leverage the consumer love that already exists for their Can't Stop Won't Stop foundation to assert trust amongst consumers and win new customers over to their hero foundation range.

To tackle this challenge, NYX Professional Makeup UK uses Makeup Addyx - their fully branded Bulbshare app with 5,000+ makeup artists, consumers and micro influencers - to drive authentic UGC demonstrating the product's benefits and validating their key claims.

We have provided NYX Professional Makeup UK with over 400 product reviews, more than 300 pieces of UGC ‘before and after’ videos, and a potential reach of millions via Bulbshare’s unique Social Sharing functionality and Bazaarvoice integration to create authentic hype and buzz around the foundation. These insights shape the campaign idea, messaging, and look and feel.

Results