NYX - Buzzanova

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L’Oréal and NYX sought to raise awareness about diversity, love, and equality through their social media channels in the lead-up to Copenhagen Pride 2022. They wanted to connect with both the LGBT+ community and a wider audience, with a focus on self-expression and the role of allies. The challenge was to create authentic, engaging content that resonated with viewers while aligning with NYX’s ‘Proud allies for all’ message.

To celebrate diversity in an honest and relatable way, we knew it was crucial to feature voices directly from the LGBT+ community. By focusing on key themes like self-expression and allyship, we saw an opportunity to make the campaign relatable and impactful. Combining authentic, real-life content with a stylized visual approach, we aimed to engage NYX’s young, socially conscious audience on Instagram and TikTok.

We produced five SoMe-optimized short films under the message ‘Proud allies for all.’ Featuring a diverse cast from the LGBT+ community, the films mixed heartfelt interviews with archival content from the cast’s Instagram Stories and Reels, presented in a sharp, modern format that felt both authentic and engaging. The paid social campaign was a major success, generating over 1.5 million views in just three weeks on TikTok. The films not only strengthened NYX’s presence during Copenhagen Pride 2022 but also built a meaningful connection with the LGBT+ community.

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views on TikTok & Meta in just 3 weeks

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What we created

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