Thursday, August 22nd

📊 Did you know?

🥇 Campaign of the week

Gordon Ramsay takes over the beauty world? 🤯

@gordonramsayofficial

#duet with @HollyAnna Ramsay Holls seriously ?? You need my NYX Professional Makeup Buttermilk Cake Recipe to make a REAL cake ! Have a l... See more

What happens when a world-renowned chef and his influencer daughter dive into the beauty industry?

You get one of the most unexpected yet delightful collabs of 2024!

And 2.9M views 🤯

Alright - let’s review it together 👇

1️⃣ Let’s start with - Why would a chef partner with a beauty brand like NYX?

It’s not your typical match… but that’s what makes it brilliant.

2️⃣ Here’s the secret sauce: unpredictability + authenticity

Gordon Ramsay adds a sprinkle of unpredictability to this collab.

And he is right…

Brands are increasingly adding surprise elements to their audiences with crossover collaborations across different industries.

(Think Nara Smith x Marc Jacobs)

💡 Quick Tips: To make your campaign stand out, embrace the unexpected and find connections between different industries.

But the biggest strength of the content? It’s format.

Gorden is reacting from home on his phone, making the content feel more authentic and relatable than polished, professional photoshoots.

3️⃣ And Holly Ramsay? She’s got that audience covered 😎

She has:

• 309K total TikTok followers.

• 458% increase in views and 580% increase in likes over the last 6 months.

• 70% of her TikTok followers are women.

• 22% of her followers are interested in beauty.

Now let’s talk about content magic ✨

4️⃣ The Campaign Recipe:

It all started when Holly Ramsay tried to bake a cake inspired by NYX’s Buttermelt Blush.

Her attempt?

Well, let’s just say her dad had some thoughts 😄

Gordon Ramsay took to TikTok to humorously critique Holly’s baking skills before unveiling his own version of the Buttermelt Blush cake.

And he teased other bakers to try this recipe on camera.

The result?

• 2.9M views on Instagram for Gordon’s video alone! 🤯

But the fun didn’t stop there.

NYX expanded the collaboration by challenging chef content creators, like Tineke from Next Level Chef, to recreate Ramsay’s cake 🍰

The performance?

• 600K views under the hashtag #nyxcosmeticsbuttermeltblush on TikTok

The Sweet Success:

Denée Pearson, Global President of NYX, summed it up perfectly: "What sets NYX apart is our ability to innovate and collaborate with partners like Gordon Ramsay. We break the boundaries of traditional beauty and entertainment."

And let’s be honest, who doesn’t love a good slice of cake with their blush?

This collab is a masterclass in blending different worlds and creating content that’s both fun and impactful 🔥

Whether you’re a beauty brand or a chef, the key takeaway is this: don’t be afraid to mix things up.

And if you can throw in a little humor?

Even better 😉

📰 Social Snapshot

😮 YouTube tests merging shorts and long-form video unto a single feed

📰 LinkedIn will enable brands to sponsor user-generated newsletters

 🧐 Instagram tests vertical profile grid

💬 TikTok is rolling out group chats for up to 32 people

😍 TikTok adds group chats and stickers in DMs

🔥Threads officially announces analytics, adds post drafts and scheduling

🔔 Top Creator Stories

This week, I stumbled upon the surfing world’s rising star…

Her name is Coco.

Coco Ho, also known as the “Wave Whisperer” 🌊🤫

She left the competitive tour to focus on new ventures.

Now, she’s not just a surfer but also a savvy entrepreneur and influencer.

She’s launched her own surfboard brand and has a strong social media presence:

+672K followers on Instagram

+9.2K subscribers on YouTube

+3K followers on TikTok

Her average Reels views hit 150K 👏

Recently, she’s collaborated with major brands like Dove , Outerknown , and Former.

There's more!

Coco received the award for Best Surf Lifestyle Influencer in 2024.

Keep your eye on this rising star!