Over the history of the brand, NYX has focused on supporting beauty artists in the belief that authentic ideas emerging from a diverse and inclusive community will fuel the relevance of their brand with younger consumers that seek authentic and individualistic expressions of beauty. The problem is that today the dominance of macro-influencers on social media has seen the concept of “beauty” increasingly narrow, even homogenize around imagery that garners the greatest number of likes and followers. So NYX turned to the one place where anything is possible and traditional standards of beauty don’t apply: the metaverse! So NYX created the first creator platform, the GORJS DAO (decentralized autonomous organization), dedicated to answering the question “What does beauty look like when the only limit is imagination?”

Instead of hiring influencers to build avatars for the metaverse, NYX created a radically different organization: a DAO (decentralized autonomous organization), essentially handing over creative, organizational and financial control to artists rather than the brand. GORJS attracted the most talented artists in the 3D space and, through grants funded from the initial token drop, commissioned artists in line with their vision of radical inclusion rather than simply hiring those with the biggest following. The initial token sold out in minutes, demonstrating the power of the vision. With GORJS, now NYX has a highly active community creating and shaping a truly inclusive future vision of beauty and a source for inspiration and innovation for future makeup ideas both digital and IRL.

Building a strong NFT community in Web3 typically takes 2-3 months of messaging and engagement on social platforms. With roughly two weeks, we focused on Discord and Twitter Spaces by hosting “ask me anything” sessions featuring the founding team and visual asset teasers from the artists, which drove excitement about the project. 

Our Discord grew over 17,000 members at our peak through our aggressive hyper-growth collaborations, which helped convert bystanders into buyers. The campaign garnered 1.15 million site views combined within its first two days, generated over 839,000 social impressions, and the 1,000 “FKWME Pass” collection sold out in four minutes despite a crypto winter.