Project Overview

Brand Context

1

NYX Professional Makeup is a digital-first beauty brand known for bold color, inclusive artistry, and trend-driven social storytelling. The brand thrives on creator partnerships and community-led engagement, making social platforms a central driver of brand growth.

The Challenge

2

The challenge was to design a social campaign that translated a pop-culture-driven collaboration into sustained digital engagement. The strategy needed to feel culturally relevant, platform-specific, and community-forward while driving measurable interaction across NYX’s primary social channels.

Campaign Objectives

3

The objective was to build a scalable social media strategy that increased engagement, expanded reach among Gen Z audiences, and encouraged user-generated content tied directly to the NYXOlandria Lip Combo launch.

View The Full Case Study Here

This campaign focused on positioning the NYXOlandria Lip Combo as a community-driven beauty moment rather than a traditional product launch. By combining creator-led storytelling, platform-native trends, and strong calls to participation, this campaign was designed to feel organic, shareable, and scalable.

Audience Insight

  • The campaign targeted Gen Z and young Millennial beauty consumers who value authenticity, inclusivity, and cultural relevance. Insights centered on creator trust, trend participation, and interactive content as key drivers of engagement and brand loyalty.

Platform Strategy

Instagram

  • Visual storytelling

  • Editorial imagery

  • Launch anticipation

  • Creator collaboration.

TikTok

  • Trend participation, tutorials

  • Product demos

  • Creator authenticity

Twitter/X

  • Real-time engagement, humor

  • Fan interaction through replies, reposts, and challenges.

*Accessibility was integrated throughout the strategy, including descriptive alt text, accurate video captions, readable typography, and inclusive representation across creators and visuals across all platforms.*

Sample Post

Platform: Twitter/X

  • Results

    The campaign was designed to increase engagement, grow platform followings, and drive meaningful user participation. Success was measured through engagement rate growth, hashtag usage, follower increases, and click-through performance tied to campaign CTAs.

  • Strategy Takeaway

    This work represents how I approach social strategy: rooted in brand voice, informed by audience behavior, and built for scalability across platforms. Additionally, it demonstrates my ability to think beyond individual posts and design campaigns with clear objectives and measurable outcomes.