Influencer & Campaign Work
Kyutee
Creator-led beauty campaign tied to the 2020 US election.
Role, Influencer strategy, creator casting, and content direction.
Context
Vote 2020, a partnership between Kyutee and Michelle Obama's When We All Vote. A limited nail collection built 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 turned into a creator system: clear visual rules, room for personal expression, and a partnership with When We All Vote that gave the work cultural weight without flattening it.
Creator content
Execution
- 01Activated the partnership with When We All Vote and led influencer outreach across the campaign
- 02Secured and coordinated talent including Kerry Washington, plus outreach to Toni Braxton and other cultural figures
- 03Ran creator seeding and content rollout across a network of beauty influencers and UGC creators
- 04Delivered creator content that was amplified by When We All Vote, extending reach beyond creator audiences into a broader civic platform
Platform amplification
Results
- 18M+ campaign reach through influencer partnerships and social distribution
- Featured by When We All Vote, Michelle Obama's civic engagement organization
- 20+ creator partnerships activated across the rollout
“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!”