Amazon Prime Étoile x Nexxus Partnership

When Amazon Prime's ballet-inspired drama Étoile partnered with iconic beauty brand Nexxus, we orchestrated a multi-city activation campaign that brought the elegance of dance to life while driving unprecedented brand engagement and sales.

The Challenge

Launch awareness for both Amazon Prime's Étoile premiere and Nexxus' Slick Stick product through immersive, culturally relevant experiences that would resonate with target audiences across key markets.

Our Solution

We created three distinct yet cohesive activations:

Austin, TX (SXSW): A custom beauty bar where festival-goers received professional ballerina buns, connecting the show's dance theme with Nexxus' hair expertise.

New York City (Grand Central Station) & Los Angeles (The Grove): Fabricated music box installations featuring live performances from Étoile dancers, creating magical moments that stopped foot traffic and generated buzz.

Throughout all activations, we captured compelling content and produced videos for both Nexxus and Amazon Prime, amplifying the campaign's reach beyond the physical events.

Results That Moved the Needle

• 6,000+ brand fans engaged in real-life experiences

• 2,600+ Slick Sticks distributed directly to target consumers

• +47% increase in new-to-brand detail page views over SXSW weekend

• 2.77% click-through rate (7x industry benchmarks)

• 3.77% detail page view rate (3x over benchmarks)

• 69.31% new-to-brand rate (13% over benchmark)

• 19% jump in Nexxus searches during Amazon Live NYC pop-up week

• 29% increase in Nexxus searches during Étoile premiere week

• 87% sales spike during Étoile activation window

• 55% sales increase during Amazon Live NYC Pop-Up and Étoile premiere weeks

This campaign demonstrated how thoughtful experiential marketing can create authentic connections between entertainment content and beauty products, resulting in measurable business impact that far exceeded industry standards.