NYX Professional Makeup: School of Brows Q1

NYX Professional Makeup wanted to increase awareness for different brow products in their portfolio – we challenged them to instead focus on consideration and education amongst the target audience to find their perfect brow product depending on their needs.

Creative testing – NYX Professional Makeup Global content is typically more bold and edgy – something that resonates well with the audience and is closer to what we aim for when working with local influencers

NYX Professional Makeup Global content is typically more bold and edgy than the content that we receive for other L’Oréal brands and the content usually resonates well with the audience.

We normally recommend influencer content to ensure that the audience feels a strong connection with the brand, so we wanted to do a creative test to find out whether there is a difference between the performance of NYX Professional Makeup Global content vs local influencer material in driving consideration in the audience.

For men, we ran an A/B test to test if edgy looks or a more natural look performs better with the male audience.

The campaign was very social media heavy with TikTok and Snapchat being the main platforms. However, the brand lift study was only conducted on Snapchat in Sweden.

We ran several tracks on Snapchat. One track targeted towards women 18-34 years old where we tested whether local influencer content or Global content performed best within the target audience, another track targeted towards men 18-34 years old with an interest in beauty where we tested whether an edgy or natural look performed better within the target audience.

The track targeting men was optimized towards traffic, whereas the track targeting women was optimized towards brand awareness to ensure a large sample size.