With over 14 million followers on Instagram, NYX is legendary in the social media world. NYX employs many marketing strategies, but the annual Face Awards are a marketing tactic that few other brands have tried. Every year, NYX invites makeup artists around the world to show off their best looks. NYX selects 30 artists from the submission pool, then sets challenges for them to complete. Fans vote for their favorite artist, which ultimately wins $50,000 and a free trip to Los Angeles. Many brands offer small contests or giveaways, but NYX puts months of work into the Face Awards. This might seem like a lot of effort on your part, but the more you engage with your customers, the more press, conversions, and accolades you’ll receive. Thousands of people follow the Face Awards to vote for their favorite artist and see who wins. Many of these people had never bought NYX products before they learned about the contest. Now that they know NYX exists and makes waves in the beauty industry, they’re much more likely to make a purchase.