NYX Professional Makeup: Duck Plump

Kunde

NYX Professional Makeup

Marked

Nordic region

Positive Provocation

NYX’s ‘Duck Plump’ campaign boldly disrupted the beauty industry by placing giant rubber ducks in Nordic cities, combining cutting-edge CGI with a real activation. This captivating blend of digital innovation and physical presence increased brand awareness and propelled NYX to become the fastest-growing gloss brand in the region.

See the results

Wavemaker's cutting-edge CGI activation

01.

Udfordring

NYX’s “Duck Plump” campaign faced the challenge of revolutionizing the lip gloss category and establishing Duck Plump as NYX’s leading lip franchise. The goal was to generate significant brand awareness and create a wow-factor that would keep the product and brand top-of-mind. The challenge was to capture consumers’ attention and stand out in a crowded market.

02.

Indsigt og Strategi

The campaign targeted young women aged 18-35 who are active on social media and seek innovative and trending beauty products. By leveraging insights into their behavior and interests, the strategy was to create an unforgettable experience by placing a large rubber duck in iconic Nordic cities and using CGI to bring the duck to life. This approach aimed to engage the target audience both online and offline, creating a strong connection between them and NYX.

03.

Aktiviering

The campaign was launched in March, coinciding with the release of Duck Plump lipstick in the Nordic region. Two large rubber duck installations in Stockholm and Copenhagen were the focal points, generating high visibility and engagement from the start. The campaign utilized a combination of traditional and DOOH advertising, PR events, and a comprehensive digital presence on platforms such as Facebook, Instagram, YouTube, TikTok, and Twitch. QR codes were used to direct people to digital experiences, and influencers were leveraged to amplify the message.

Resultat

The “Duck Plump” campaign delivered impressive results. It achieved a 242% increase in click-through rates on Meta and a 1100% increase in engagement rate on TikTok compared to standard DMI content. The campaign garnered 2.5 million views in Denmark and 4.35 million in Sweden on TikTok. On YouTube, the campaign achieved VTR rates over 70% in Denmark and over 80% in other Nordic countries. As a result, NYX became the fastest-growing gloss brand in the Nordics, with a growth rate of 57.2% and a market share of 10.8% within the gloss category.

By creatively utilizing outdoor media, combining traditional and digital channels, and engaging the target audience with a unique experience, the “Duck Plump” campaign successfully achieved its goals and established NYX as a leader in the lip gloss category.

1100%

increase in engagement rate on TikTok

242%

click-through rates on Meta

The 'Duck Plump''s innovative blend of media channels led to a meteoric rise in engagement, making NYX the fastest-growing gloss brand in the Nordics. This success underscores the power of unique experiences in capturing audiences and establishing market dominance.