Influencer & Campaign Work
Client Work
Kyutee
Vote 2020, a creator-led beauty campaign with Kerry Washington and Michelle Obama's When We All Vote, developed during the 2020 US election cycle.
Role, Influencer strategy, creator casting, outreach, and content direction
Context
Vote 2020 was a partnership between Kyutee and Michelle Obama's When We All Vote. The limited-edition nail collection was designed to encourage civic participation through creator-led beauty content.
Problem
Traditional voter participation campaigns often struggled to resonate inside beauty spaces. Most creator partnerships relied on templated messaging that felt closer to advertising than culture.
Insight
Beauty creators were already shaping conversations around identity, self-expression, and visibility online. Nail art became a subtle but highly visible form of personal signaling, creating space for political messaging that felt social-first rather than instructional.
Idea
Build Vote 2020 as a creator system rather than a standard product launch: clear visual direction, flexible creator interpretation, and a cultural partnership that gave the campaign visibility without flattening creator identity.
Creator content
A network of creators interpreted the Vote 2020 collection through their own aesthetic, from editorial drag to streetwear to clean beauty.
Outreach and approvals
Selected correspondence and coordination behind the campaign rollout.
Product and campaign system
Packaging, campaign graphics, and the social brief that gave creators a shared language without templating their voice.
Cultural visibility
When We All Vote amplified creator content directly to its audience. Kerry Washington wore the collection. The campaign carried itself.
Press and recognition
Coverage across beauty, business, and culture media following the campaign.
- WWD
- InStyle
- Business Insider
Results
- Campaign reach of 18M+ across creator and partner channels
- 20+ creator partnerships across beauty, drag, and culture
- Official partner of Michelle Obama's When We All Vote
“Nikki exceeded our expectations. She primarily assisted us with influencer outreach. With her help, we successfully partnered with over 20 influencers and reached an audience of 18M.”