Event Marketing Case Study: NYX Professional Makeup

Client: NYX Professional Makeup

Challenge: NYX Professional Makeup wanted to promote its brand and products in New York City by creating an experiential marketing campaign that would increase brand awareness and engagement with its target audience.

Solution: Kevin Glenn of MyAmi Experiential worked closely with NYX Professional Makeup to create a unique experiential marketing campaign that involved converting a food truck into a Beauty + Swag Truck, complete with three makeup stations, a vanity, social media staging area, and an integrated AV monitor. The team also hired, contracted, managed, and trained a local manager, brand ambassadors, and a security team to execute a two-week guerrilla and event schedule.

The Beauty + Swag Truck was strategically placed at various locations throughout New York City, such as popular tourist destinations, college campuses, and busy intersections. This allowed the team to reach a diverse and large audience.

In addition, MyAmi Experiential also organized a grand opening event for NYX Professional Makeup's first flagship store in Union Square, which attracted over 5,000 New Yorkers.

Results: The experiential marketing campaign was a huge success, delivering 500,000+ Over-The-Road and passive impressions and 85,000+ direct one-on-one interactions across New York City. The Beauty + Swag Truck generated a lot of buzz and excitement, with people lining up to get their makeup done and take photos in the social media staging area. The grand opening event was also a huge success, with thousands of people attending and engaging with the brand.

Overall, the event marketing campaign helped NYX Professional Makeup increase brand awareness and engagement with its target audience in New York City, generating a significant amount of impressions and direct interactions. The Beauty + Swag Truck and grand opening event were both effective in creating memorable experiences for consumers and promoting the brand in a unique and engaging way.

MyAmi Experiential T-Mobile Case Study
MyAmi Experiential Marketing

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