Nykaa's GENIUS Move Turning Creators into 24/7 Sales Engines
Автор: Pritesh Patel | Digital Marketing & AI for Careers
Загружено: 2026-01-13
Просмотров: 984
Описание:
Nykaa didn’t use creators for reach.
They turned them into a 24/7 sales engine.
Instead of treating creators like media buys,
Nykaa designed them as distributors, educators, and closers.
Here’s how they did it.
First, the Nykaa Affiliate Program.
Over 5,500 creators across India earn commissions by recommending products they genuinely use.
No mega-celebs.
Mostly small, niche creators with real routines and trusted audiences.
Because peer trust converts better than fame.
Next, Nykaa Army.
Trusted creators go live inside the Nykaa app.
They demo products, answer questions in real time, and viewers buy instantly.
No redirection.
No friction.
Content to checkout in one screen.
Then came Gen Z.
Nykaa partnered with Snapchat to launch India’s first Gen Z beauty creator incubator.
Young creators got training, AR tools, and early access to launches.
Not to copy beauty trends — but to define them.
This is full-funnel creator marketing done right.
Creators inspire at the top,
educate in the middle,
and close at the bottom.
Nykaa didn’t just ride the creator economy.
They built the infrastructure for it.
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