Creator & Influencer Campaigns
Client Work
Kyutee
Led influencer strategy and outreach for Kyutee Beauty’s campaign supporting Michelle Obama’s organization, When We All Vote.
Role, Influencer strategy, creator casting, and content direction.
Context
Kyutee Beauty’s campaign supporting Michelle Obama’s organization, When We All Vote, used a limited nail collection to drive civic participation among young women of colour through beauty creators.
Problem
In 2020, voter turnout among young women of colour was at risk of dropping. Civic messaging in beauty spaces felt either preachy or off-brand, and most campaigns asked creators to repost templated assets that performed like ads, not culture.
Insight
Beauty creators were already shaping how their communities talked about identity, self-expression, and politics. Nail art in particular was being used as a personal signal, a way to say something without saying it. The campaign needed to live there, not on top of it.
Idea
A limited Vote 2020 nail collection built with clear visual rules and room for creators to make it personal, backed by a partnership with When We All Vote that gave it real meaning.
Creator Content
A network of creators interpreted the Vote 2020 collection through their own aesthetic, from editorial drag to streetwear to clean beauty.
How I Did It
- 01Led influencer strategy and outreach for Kyutee Beauty’s campaign supporting Michelle Obama’s organization, When We All Vote
- 02Cast against audience fit and past brand partnerships, not follower counts
- 03Pitched and secured talent including Kerry Washington, with outreach to Toni Braxton and other cultural figures
- 04Briefed and coordinated 20+ creators, with clear visual rules and room to make the collection personal
- 05Delivered campaign content that was reposted by the official When We All Vote Instagram account
Outreach and Approvals
Creator outreach, briefing and coordination across 20+ creators, with email approvals and a shared campaign brief.
Platform Amplification
Campaign content reposted by the official When We All Vote account, with coverage in beauty, business and culture media.
Results
- Contributed to 18M+ reach and 1,300+ interactions
- Campaign content was reposted by the official When We All Vote Instagram account
- Managed outreach, briefing and coordination across 20+ creators
“Nikki exceeded our expectations! Not only is she an ambitious self-starter, but she is motivated, creative, resourceful, kind, and an overall excellent team player. Nikki always went beyond the call of duty by demonstrating her eagerness to learn and be an overall asset to the team. She primarily assisted us w/ influencer outreach. With her help, we successfully partnered with over 20 influencers & reached an audience of 18M!”