Journey with kyutee
It was in 2020 that I began my journey with Kyutee Nails. At the time, the brand lacked a strong identity. However, they were generating buzz with their latest product: a nail design. This collaboration with Michelle Obama's nonpartisan initiative "When We All Vote" was aimed at boosting voter engagement.
who is kyutee?
Since Kyutee was a new brand and primarily reposted nail art from other users, I couldn't conduct a content audit on their original content. Therefore, I focused on analyzing their competitors' brands instead. What stood out was the widespread use of influencer marketing within the industry.
So I started to question:
How will I get them noticed?
What kind of influencers would be out and proud about voting?
what i saw: THE INSIGHT
Being someone who watched Rupaul’s Dragrace. I was inspired by the outspokenness of drag queens, especially those from the show, and I pondered the impact of having them endorse the nail campaign. Their involvement not only added flair but also lent credibility to our cause, as proceeds were directed to the "When We All Vote" organization. This collaboration bolstered our image as advocates for change. So I wrote to them, and Aquaria said YES.
the success
Alongside posting on Aquaria’s personal Instagram, which brought considerable attention to the brand, she was also featured in Michelle Obama’s "When We All Vote" campaign. This collaboration significantly boosted Kyutee's visibility and associated the brand with a high-profile initiative promoting voter engagement.
