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Library/Campaign/NYX x Cardi B Duck Plump
Grade B20 sourcesHIS-00887

NYX x Cardi B Duck Plump

Campaign · 2024 · Notable

43Editable slideCertificate

Cardi B’s Duck Plump ad passed 2 million YouTube views as its TV version was cut.

A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.
NYX Professional Makeup / McCann New York on YouTube, via Wayback Machine
Cardi B - THR On Set
The Hollywood Reporter
Super Bowl ads played it safe, but there were still some winners
NPR via KPBS
Super Bowl advertisers 2024 e-commerce ROI - Grips
Grips Intelligence
Ad-testing Super Bowl LVIII commercials: Who won between Pringles, DoorDash and NYX
YouGov
EOS, Dove and Rare Beauty are among the 2024 Glossy Beauty Awards winners
Glossy Awards
The 2025 Creative 100 Are Setting the Cultural Agenda
Adweek
Shayne Millington — Shayne Millington
Shayne Millington
How NYX Professional Makeup is partnering with Ulta to turn its Super Bowl commercial into a 360-degree activation
Glossy
By the Numbers: These brands are already winning the Super Bowl - PR Daily
PR Daily
Cardi B NYX Super Bowl commercial
Billboard
Morning Brew Logo
Marketing Brew
NFL Faces Criticisms Over NYX Ad Censorship
DesignRush

Spread Score

How it works
Reach33Contagion35Breadth40Velocity100Longevity1943

Numbers

Seed YouTube video only; historical lower bound
2M
As of Feb 12, 2024 · YouTube · Billboard
Seed to peak
3 days
Feb 9 ’24 to Feb 12 ’24
Platforms
7
Started on YouTube
Origin
Paid
Beauty & personal care

Mechanics

  • ControversyPrimary
  • Transgression
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

NYX released a Cardi B ad online before the Super Bowl. A shortened TV version pointed viewers to the uncut film. Press covered the restriction, Reddit users shared the joke, and L’Oréal later credited Duck Plump among its growth drivers.

Google searchesJan ’24FebMarMayJulSepNovFeb ’25AprPeakYouTubeRetailPressRedditInstagramTVOpen web
YouTubeRetailPressRedditInstagramTVOpen web

13 more events on this chart

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Timeline (16)

  1. February 2024

    NYX Professional Makeup precursor · Feb 1 ’24

    NYX released a Cardi B teaser and launched the Cherry Spice shade.[1]

    A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.
    Open the first post ↗

  2. NYX Professional Makeup and Ulta Beauty precursor · Feb 2024

    NYX held product trials, photo opportunities and giveaways at five Ulta stores.[2][3]

    How NYX Professional Makeup is partnering with Ulta to turn its Super Bowl commercial into a 360-degree activation

  3. Glossy precursor · Feb 7 ’24

    Glossy detailed NYX’s Ulta partnership and planned rollout around the Super Bowl spot.[2]

Origin
Paid
Sector
Beauty & personal care
Region
US
Seed YouTube video only; historical lower bound
2M
As of Feb 12, 2024 · YouTube · Billboard
Evidence
Grade B

Spread the same way

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Dr. Squatch on Instagram: "It’s official! I have the most valuable balls in the world! @drsquatch has insured them for $10M through their Ball-to-Ball Coverage. Visit http://drsquatch.com/balls to…

12B impressions

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Is it even a city?

8M views

New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’24FebMarMayJulSepNovFeb ’25AprPeakYouTubeRetailPressRedditInstagramTVOpen web
YouTubeRetailPressRedditInstagramTVOpen web

13 more events on this chart

Join free to see them

  1. February 2024

    NYX Professional Makeup precursor · Feb 1 ’24

    NYX released a Cardi B teaser and launched the Cherry Spice shade.[1]

    A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.
    Open the first post ↗

  2. NYX Professional Makeup and Ulta Beauty precursor · Feb 2024

    NYX held product trials, photo opportunities and giveaways at five Ulta stores.[2][3]

    How NYX Professional Makeup is partnering with Ulta to turn its Super Bowl commercial into a 360-degree activation

  3. Glossy precursor · Feb 7 ’24

    Glossy detailed NYX’s Ulta partnership and planned rollout around the Super Bowl spot.[2]

  1. precursor · Feb 8 ’24

  2. seed · Feb 9 ’24

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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