In order to celebrate the opening of its first NYX store in Canada, L’Oréal wanted to take advantage of its social media ambassadors in order to create a significant enthusiasm around the event.
The objectives for the brand were to maximize sales during the opening day, to gather new customers’ email addresses and to increase its Instagram’s fan base.
To raise awareness of the event on social media, Youville created a Facebook contest in association with NYX ambassadors (vloggers). Subscribing to NYX Canada Facebook page would give participants the opportunity to win a spot in one of the NYX buses that would bring them from downtown Toronto to Square One shopping center in Mississauga with their favorite vlogger, along with participating to a photoshoot upon the buses’ arrival. Additionally, a 20% discount was given to each and every participants who would subscribe to NYX Canada’s Facebook page. For doing so, they had to subscribe to the NYX newsletter, like its Facebook page and follow its Instagram account. During the 6 contest days, NYX Canada gathered 1400 new email addresses and increased its Instagram followers by 25%.
On the day of the event, the presence of the seven vloggers attracted an incredibly big crowd to the Square One shopping center. Over 1.6 million impressions were counted on social media, notably thanks to the selfies sessions with vloggers and the wide use of #NYXGETSSQUARED hashtag. Moreover, NYX store sold over $27,000 just that day, surpassing NYX’s recent opening event in Los Angeles.
In trusting the ambassadors’ reputation and influence on social media, Youville designed an event which went beyond L’Oréal’s expectations on the Web and on-site.