With Instagram being the biggest platform for social media influencers, it should come as no surprise that the largest brands in the world are looking to harness its potential and bring the best and brightest figures under their umbrella for online marketing campaigns.
With 35% of Americans looking for costume inspiration online and an estimated $9 billion projected to be spent this Halloween, brands like NYX Cosmetics are scrambling to procure effective influencer strategies to take full advantage of the demand.
Within the makeup and beauty industry, Halloween is a significant event for consumers, with Google search interest up 200% for DIY makeup tutorial videos around the period. An effective influencer campaign can mean brands can get a slice of the lucrative pie.
NYX Cosmetics announced its ‘Faces of DC’ campaign early in October, a collaboration with DC Comics in the run-up to Halloween. With a combined Instagram following of over 20 million, the potential for a juggernaut marketing campaign cannot be overstated. They featured five female influencers and one male influencer to kickstart the project with a sweepstakes promotion in partnership with Warner Bros.
The campaign has since been releasing staggered Instagram posts showcasing each influencer’s transformation into their chosen DC character using NYX makeup. The NYX influencers range from the fairly modest followings of @gorejessfx (26K), @victorialyn (53K), and @xtianaland (106K); to @alexfaction with 263K followers and finally the big-hitters: @jordanhanz 680K followers and star influencer @aaliyajay with 1.6M followers.
NYX’s message of Halloween DIY makeup was conveyed through their sponsored influencers and sought to take advantage of both the large audience for makeup tutorials and the consumer demand for cosmetic beauty products around the Halloween period. Check out our infographic for a rundown of the campaign:
Related Post: A Guide To Beauty Influencer Programs
NYX’s influencer strategy involved using six influencers of varying degrees of popularity and leveraging this popularity to demonstrate the quality of their cosmetic products to potential consumers. All six of the influencers’ posts are consistent in their style and production, with the familiar vlog-style presentation that users are already accustomed to replaced by fast, slick videos showcasing different NYX products. The personality of the influencer is sidelined while the brand is front and center.
NYX’s collaboration with DC Comics provided them with the creative license to promote its brand with a Halloween twist. Each of the six influencers’ posts was strategically released throughout October in conjunction with the increased interest in makeup tutorials in the buildup to Halloween.
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“I am the Queen of Atlantis and I will not abandon my kingdom”- Mera ??♀️ Another look I created Of mera using @nyxcosmetics ❤️ hope everyone is having a great Saturday! What’s your favorite DC character? ? • • • Makeup Used ? #nyxcosmetics #nyxprofessionalmakeup Total Control Drops Foundation Shade 5 Swear By It Eyeshadow Palette Prismatic Shadows In Venom & Gilded Jumbo Pencil In Black Bean SFX cream Paint in White Holographic Halo Eye Tint In Gold Bar Face & Body Glitter In Teal Worth The Hype Mascara Slip Tease Full Color Lip Lacquer In Dexter #Halloween #Halloweenmakeup #halloweenmakeupideas #Mermaidmakeup #mermaids #Mera #dccomics #aquaman #amberheard #arthurcurry
Beauty influencer Victoria Lyn posted several updates for her collaboration with NYX, including her most successful post with her as the DC character Mera. The short post is light-hearted, featuring a quotation and a question posed to her followers to help improve engagement. Lyn uses the second half of her caption to list every NYX makeup product used for the look. Her post earned 2,986 likes and 45 comments for an engagement rate of 5.97%, providing the most bang for NYX’s buck for the campaign in terms of engagement.
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? Surprise MEOW! This feline fatale is one of the #FACESOFDC as Catwoman! I’m so thrilled I got to work with @nyxcosmetics on this awesome @dccomics collaboration! Check us all out in @Walmart stores today! I’m BUGGIN’ OUT! #ad #dreamscometrue #nyxcosmetics #nyxprofessionalmakeup . . #halloweenmakeupideas #halloweenmakeup #catwoman #cosplay #dccomics #gorejessfx
NYX Beauty Vlogger of the Year in 2017, Jessica, featured a playful image on her Instagram of her in a Catwoman getup, expressing her gratitude for working with NYX as one of their influencers. Unlike Lyn, her post caption is more in line with the conventions of NYX’s campaign standards, with the tag #FACESOFDC near the top in addition to a shoutout for supplier, Walmart. Her post gained 1,018 likes and 38 comments for an engagement rate of 4.09%, with the average of her posts 3.48%—the second best as a percentage overall among NYX influencers.
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I am SO unbelievably excited to announce the #FACESofDC collaboration I was a part of with @dccomics and @nyxcosmetics! Such incredible teams and it was my absolute honor to work with them—I still can’t believe it’s real. Dreams really do come true ?? Stay tuned for the quick tutorial on this look coming soon! ? Check out and shop this project at your local Walmart and NYX Stores worldwide! #dccomics #nyxcosmetics #ad
Popular makeup artist and YouTuber Alex Faction shared with his 263K followers an image of him as the Joker, similarly showing his thanks to NYX for their combined work in his caption. Faction also followed the trend of featuring the #FACESOFDC tag at the beginning of his caption and plugging Walmart and NYX Cosmetics stores towards the end. His post racked up 12,786 likes and 196 comments for an engagement rate of 4.93%—the second highest engagement rate for a single post among the six influencers.
The two biggest stars with the largest followings; @aaliyajay and @jordanhanz, both reaped comparatively lower results from their posts, with average engagement rates across their updates of 1.91% and 1.48%. They did, however, undoubtedly provide a strength-in-numbers approach that traditional marketers will be familiar with, together garnering 121,325 likes—over 3x more than the other four influencers combined.