Project Overview
NYX Professional Makeup, a brand under the L'Oreal corporate umbrella, sought to break into the Web3 space to connect with young creatives and establish a presence in the metaverse. Their mission was to create the first beauty DAO, GORJS, aimed at empowering creators and shaping the future of beauty in this new digital environment. Ditto PR was brought in to drive awareness and generate impactful media coverage to position GORJS DAO as a pioneering initiative.
Approach
The challenge was to differentiate NYX Professional's GORJS DAO amidst a crowded Web3 landscape and reach both crypto-native audiences and mainstream consumers. As a beauty brand, NYX aimed to bridge the gap between traditional beauty enthusiasts and the emerging community of Web3 creators, establishing credibility and awareness in both spheres.
Ditto developed a strategic PR plan focusing on:
Crafting compelling messaging and content to bring GORJS DAO and the FKWME NFT launch to life, targeting both Web3-native audiences and mainstream consumers.
Leveraging targeted media outreach to secure coverage across top-tier crypto and mainstream publications, including consumer, lifestyle, beauty, and tech outlets.
Advising on social media amplification to build support for the GORJS DAO community through online channels.
Result
Our strategic PR efforts led to significant results:
10 Media Placements in top-tier outlets, including:
Forbes
Vogue Business
WWD
CoinDesk
5.9 Million Impressions generated through media placements.
100+ Press Release Pickups, reaching a total audience of 45.1 Million.
These results successfully positioned GORJS DAO as a pioneering community for beauty creators in the metaverse, establishing L'Oreal's NYX Professional as a leader in this digital frontier.
Media Reach: Coverage in tier 1 outlets like Forbes, Vogue Business, and CoinDesk helped amplify GORJS's visibility among both crypto and mainstream audiences.
Audience Engagement: With 5.9 million impressions and over 100 press release pickups, the GORJS DAO launch captured widespread attention, driving significant awareness among young creatives and Web3 enthusiasts.
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