NYX Professional Makeup: Always on, always first to the trend.
NYX Professional Makeup asked us to raise the bar on its TikTok and Instagram channels and get people talking about the brand. We've run NYX's socials since 2022, mixing tutorials, aspirational creator content and shareable tweets, with every brief shaped by trend insight from our Spark platform. NYX's TikTok following has grown by 48,150.59%, Instagram has climbed to 2.27M followers and the work was shortlisted for Best Use of Instagram at two awards.
Results at a glance
+48,150.59% growth in NYX's TikTok following.
2.27M Instagram followers, up from 2.17M.
2 award shortlists for Best Use of Instagram, at the Global Social Media Awards and the UK Social Media Awards.
A strong feed already. Now make it the one people share.
NYX Professional Makeup already had a presence on TikTok and Instagram. The challenge to us was to raise it, using both platforms to build real buzz around the brand rather than simply posting product. That meant content people would stop for, learn from and send to their friends.
Raise the standard of NYX's existing presence on TikTok and Instagram.
Create social buzz around NYX Professional Makeup that grows followers and engagement.
Read the trend, then beat it to the feed.
We built an always-on content mix around what NYX's audience actually wants to watch, and used Spark to tell us what that would be next.
01
The insights
On TikTok and Instagram a beauty trend can arrive and fade within days, so timing matters as much as the idea. People don't follow a makeup brand to be sold to. They follow for a tutorial they can copy, a look worth saving and a post they can send to a friend. NYX's collection gave us plenty to work with, so the job was to spot trends early and make content that felt native to them.
02
The strategy
We've managed NYX's TikTok and Instagram since 2022 with an always-on content strategy, each brief informed by insight from Spark, the trend platform in our Cultural Intelligence Suite.
A content mix with range
Aspirational creator content, educational makeup tutorials featuring products like The Brow Glue, bold product cards for the collection and shareable tweet-style posts all sit side by side in the feed.
Briefs shaped by Spark
We use trend insight from Spark, our proprietary platform, to advise every content brief, so each post is built to stop the scroll.
First to the trend
When Spark surfaced the Ghost Buns trend, we briefed content into it, and that video performed 95% better than NYX's average reel.
The same approach turned a Fat Oil Lip Drip post for freshers week into one of the account's viral moments.
Campfire services on this project
03
The impact
Since we took on NYX's socials in 2022, its TikTok following has grown by 48,150.59%. On Instagram, followers have climbed from 2.17M to 2.27M. Trend-led content keeps paying off: a Fat Oil Lip Drip post for freshers week went viral, and a Ghost Buns video briefed from a Spark trend performed 95% better than the average reel. The work was also shortlisted for Best Use of Instagram at both the Global Social Media Awards and the UK Social Media Awards, recognition for a feed people choose to follow rather than scroll past.