NYX Professional Makeup's festival activation drives epic results

To celebrate the launch of their new Epic Ink Liner Glitz, NYX Professional Makeup wanted to create an unmissable campaign that captured the attention of audiences during peak festival season. The brand aimed to hyper-target attendees at major cultural events like Coachella, Stagecoach, and Beyoncé's L.A. tour dates, while also building broad national awareness. The challenge was to cut through the noise and create a truly epic and engaging brand experience.

NYX partnered with Lyft Media on a multi-channel strategy that combined high-impact experiential marketing with a targeted digital campaign. To create buzz on the ground, 18 cars were fully wrapped in vibrant, glittery NYX creative. Drivers distributed free samples of the new eyeliner, generating so much word-of-mouth excitement that they ran out of product. This experiential activation was complemented by a national in-app campaign using video, poster ads, and tap-to-redeem offers targeting riders heading to entertainment venues.

The campaign was a resounding success, over-delivering on impressions by 6% and achieving a 9.23% CTR that surpassed Lyft's benchmark by 20%. The combination of experiential and digital tactics drove significant gains across the entire marketing funnel. A brand lift study revealed double-digit increases in key metrics, including a +9% overall Click-Through Rate (CTR), a +10.8% lift in Purchase Intent, and a +16.5% lift in Brand Affinity. The campaign's high engagement was further highlighted by in-app user session times, which averaged 12.5 minutes—more than double the typical benchmark

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