NYX needed a bold, attention-grabbing way to launch its new Butter Melt Blush in the Spanish market. The goal was to drive maximum awareness through influencer activity during the product’s launch phase, cutting through the noise with a creative concept that would get people talking.
We launched a rumour squad of five creators to spark intrigue around NYX Butter Melt Blush. Their out-of-the-box content got users talking and guessing online. The disruptive format created buzz, and over 30 more influencers joined the hype organically, turning curiosity into viral momentum.
The campaign became the number one engagement driver in Spain during launch month. What started with five creators quickly gained traction, with over 30 additional influencers joining the conversation organically, driving 27.6M+ organic impressions.
SAMY 2025
© DEFENSE OF CONSUMERS FOR CLAIMS
SAMY 2025 © DEFENSE OF CONSUMERS FOR CLAIMS
