THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Blind to Brows

Entered in Beauty, Branded Series, Launch Campaign, Short Form Video

Objective

NYX Professional Makeup wanted to bring awareness to their new product launch, Zero to Brow Longwear Brow Gel, and core brow collection by creating an immersive digital series that was timed to the Netflix new season debut of Love is Blind.

Strategy

To do so, Artisan Council  leaned into pop culture and reality TV fandom by creating a multi-episode series inspired by the show. The Love Is Blind series follows seven singles along their journey to find love without ever seeing their partners. Hosted by fan favorites and season 1 cast members Lauren Speed-Hamilton and Cameron Hamilton, the NYX Professional Makeup Blind To Brow content series is a thematic play-off of the fan-favorite dating show that featured the brand’s newly launched Zero To Brow Longwear Brow Gel and Zero To Brow Eyebrow Stencils, along with special guest appearances from past Love is Blind cast members, interviews, eyebrow inspired games, and more. The series gave viewers a full brow-ducation through a comedic content series by discussing their assorted eyebrow products for a range of brow shapes, along with engaging community members to share any eyebrow related trauma stories, their ideal eyebrow types, and corresponding favorite products.

Results

Blind to Brow went beyond the NYX audience with content specific targeting with reality TV fans, relevant #hashtags, and creator interactors. Product mailers were also seeded to top tier editors and influencers to extend this audience. Overall, the campaign has a reach of 71M, nearly 70M video views, and 630k+ engagements. Episode 1 was the top asset for VTR and exceeded benchmarks, reflecting initial excitement surrounding featured talent that was cast thanks to social listening and a popular community driven petition to make them the official show's hosts, Lauren and Cameron.

Media

Video for Blind to Brows

Entrant Company / Organization Name

Artisan Council, NYX Professional Makeup

Links

Entry Credits