2024

NYX Awards - 2024 Gold Winner Winner: Agency Guacamole

Matrix's Content Club Program

Entrant Company

Agency Guacamole

Category

Social Media / Social Engagement

Client's Name

Matrix

Country / Region

United States

Experience Level

Agency

Agency Guacamole has worked with hair care brand Matrix on a project called the Matrix Content Club for several years, and this year, we're working with a group of hair pro influencers from around the country. These hair pro influencers are contracted to post using the brand's hair color and care products monthly on Instagram and TikTok.
What started as a program with ~10 hair pros in 2022 has now tripled in size with 30 creators in the program. We've also significantly increased the budget and we've added two additional team members to the account to manage all creators, all while maintaining high engagement rates.
We’ve seen a dramatic increase in engagement and views when comparing the first half of 2023 (2.66% engagement rate and 3.3M views) and the first half of 2024 (7.77% engagement rate and 24M views). The creators we've worked with for years have dialed in on the kinds of content that resonate with their audiences, and our new members' online communities are really excited about their fun and creative video concepts using Matrix's products.
We’ve had several Content Club members’ videos go viral, increasing our views by over 350% year-over-year, while the number of Content Club members increased by just over 40% in the same period.
Stand-out content:
-Video (https://www.tiktok.com/@biancalorrin/video/7359640756241452318) from Bianca, focusing on So Color, which garnered over 1.8M views
-Video (https://www.instagram.com/p/C309JQ8ue8M) from Whitney, focusing on So Color Cult, which garnered over 2M views
Overall, the Matrix team has been pleased with the program and through its success, Agency Guacamole has had the opportunity to recreate this successful program formula with several other brands, including Carol's Daughter, L'Oreal Professionnel and Pulp Riot, and we're excited to see what the future holds for this concept.

2024
Video
NYX Awards 2024 Winner - MOVIES ON GLOBO 2022, Promo TV Globo
gold
winner

Entrant Company

Promo TV Globo

Category

Video / TV Ad

Country / Region

Brazil

2024
Content Marketing
NYX Awards 2024 Winner - EDGE Empower – Real. World. Change., Gravity Global
gold
winner

Entrant Company

Gravity Global

Category

Content Marketing / Multichannel Social Media Content

Country / Region

United Kingdom

2024
Pro Bono
NYX Awards 2024 Winner - Web Spanish Society of Rheumatology , Parnaso
gold
winner
Spanish Society of Rheumatology

Entrant Company

Parnaso

Category

Pro Bono / Pro Bono

Country / Region

Spain

2024
Public Relations Campaign
NYX Awards 2024 Winner - World Cancer Day 2022-2024 'CloseTheCareGap' campaign, Union for International Cancer Control - World Cancer Day
gold
winner

Entrant Company

Union for International Cancer Control - World Cancer Day

Category

Public Relations Campaign / Government Affairs and Lobbying

Country / Region

Switzerland