INFLUENCER EVENT & CONSUMER ACTIVATION FOR L´ORÉAL/NYX

L´Oréal / NYX

CHALLENGE: As the official make-up partner of the Netflix series “House of Money”, how can NYX Professional Make-up effectively connect with the brand image of the series and maximize its reach on social media? How can limited editions of the brand and the series interact in an attention-grabbing live communication campaign? How can influencers be inspired and consumers drawn into an exciting event story at the same time?

APPROACH: An event with love in every detail: specially printed currency, a sophisticated “escape story” with surprise moments in the bunker, an “opaque” story interwoven into a high-class event, countless Instagram moments and the mystery truck on tour through Germany. All of this adds up to the flair of the series, but also shows what make-up has to do with it and why it plays an important role. These components are cleverly spun into a thriller event in an off-location.

RESULTS: The many unique components create a boutique event of superlatives. Plus, top influencers, who have seen a lot and are used to a lot, go along with the compelling story. The results in Reach (organic postings) exceed all expectations. The sponsorship of the series is really brought to life and rounded off with a pandemic-compliant event.