Transitioning a cult favorite to the mainstream.

The Objective

NYX, a cosmetics brand based in Los Angeles, knew that their Butter Gloss product line was firmly established as a cult favorite amongst the beauty community. NYX was faced with the challenge of amplifying the Butter Gloss product line and successfully graduating the line to a mainstream beauty must-have. NYX, recognizing TikTok as a hotbed for creative beauty content and creators,  collaborated with TikTok to reach a new, massive audience and raise awareness with fresh and engaging content.

The Solution

NYX partnered with TikTok to develop the #ButterGlossPop Branded Hashtag Challenge Plus, a premium branded solution that is specifically designed to have serious viral impact and inspire conversations across the platform. The #ButterGlossPop challenge, which prompted the TikTok community to apply Butter Gloss with their own personal flare, was a masterclass in multiple creative best practices that have been proven to lead to success on TikTok. An original, high energy catchy song, clear instructions, and limitless creative potential all contributed to the campaign's massive success. 

Not only could the TikTok community easily jump in on the fun, they could simply click through to an integrated shopping experience. This positioned the easily accessible product line directly in front of an engaged and interested audience, inspiring lower funnel action. Additionally, people who joined and showed their best #ButterGlossPop were entered into a sweepstakes that gave a lucky member of the TikTok community a chance to win $1,200 in NYX makeup.

The Results

The NYX #ButterGlossPop Branded Hashtag Challenge Plus was viewed more than 11 billion times and successfully inspired over two million video creations, positioning the cult favorite Butter Gloss product line in front of massive new, and largely unduplicated audience, while driving a 42% lift in brand awareness and 79% lift in ad recall. 

Products Used
TikTok For Business


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TikTok For Business

Branded Hashtag Challenge

A one-of-a-kind engagement format that taps into user passion for creation and expression.

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