crabtree & Evelyn Merry Mash-up
Background: The inaugural Singapore edition of a global competition organised by NYX Professional Makeup (since 2011) in search of the next ‘Beauty Vlogger of the Year’. In two rounds of challenges, contestants submit their best looks (in the form of a video story) based on the given themes before a winner is crowned at the finale event. To establish NYX as the synonymous, go-to brand for cosmetics artistry, the aim of this four-month-long campaign was to provide a platform to nurture Singapore’s artistry enthusiasts and grow the beauty vlogging community, as well as the NYX tribe.
Execution: Besides updating the microsite CMS periodically and social channels (IG, FB) daily throughout the campaign period – with challenge videos, unboxing videos and contestants’ entry looks – I also designed all communication assets; served as main PR contact for Top 15 contestants throughout the contest; organised two workshops for Top 6 contestants in tandem with Clarisonic and Redken; produced and managed the finale event at IMPIXEL Studios; as well as created all social content.
Results: Achieved 40% quarter-on-quarter increase in social buzz for Q2, landing the #3 spot for total beauty landscape and #2 for mass beauty. Also increased Instagram followers by 312% (vs LY) and Facebook followers by 729% (vs LY) in Q3.