In 1 Hour, ~250 Creators Went Live. In 4 Days, Nykaa Orchestrated It All.

The Challenge: Ambition Outpacing Execution

Nykaa had set an audacious goal: coordinating with large number of creators going live simultaneously within a single hour to set a record for the largest creator activation. The campaign objective was bold—make "Get Ready With Nykaa" reels the definitive content moment for beauty discovery and brand affinity.

And that's where we came in. Traditional creator management wouldn't be able to scale.

Managing creators across timezones and platforms meant:

• Weeks of manual discovery to identify the right creators
• Creative briefing chaos with back-and-forth emails, creative delays, and misaligned messaging
• Approval bottlenecks where content sign-offs are dragged across stakeholders with no visibility
• Live orchestration nightmare for coordinating simultaneously to go live with no real-time control
• No central visibility, no single source of truth for campaign health

Typically, an activation at this scale required large teams, complex workflows, and extensive timelines. Nykaa was facing the classic creator marketing constraint:

"You can scale creativity OR you can move fast. Pick one."

But Nykaa needed both. They needed to move at internet speed without sacrificing precision, alignment, or authenticity.

The Inflection Point: Removing the Tech Barriers

The fundamental insight? Coordination wasn't the real problem—manual coordination was.

Nykaa recognized that the bottleneck wasn't creative or strategy. It was operational friction. The team typically spends a lot of their time on logistics—spreadsheets, emails, status checks, and re-coordination—instead of what actually mattered: ensuring creator content resonated with audiences.

The question became: What if they could eliminate manual coordination entirely?

The Solution: Amplify's End-to-End Automation

Nykaa partnered with Amplify, a product by One Impression to transform creator management from a week-long manual process into a fully orchestrated 4-5 day operation.

Here's exactly how Amplify unlocked unprecedented scale:

1. Intelligent Creator Matching (Hours, Not Weeks)

The Problem: Finding suitable creators from millions of options while ensuring brand fit, audience overlap, and authenticity is nearly impossible at scale.

The Amplify Solution:

• AI-powered creator database scanning and matching
• Real-time analysis of creator audience demographics, engagement patterns, and brand alignment
• Result: Identified ~250 perfectly aligned creators in hours—what would've taken weeks of manual research

Why it mattered: Instead of starting the project with a 2-week creator discovery phase, the team moved directly into creative brief development.

2. Automated Briefing Workflows (Minutes, Not Meetings)

The Problem: Communicating campaign requirements to creators individually means a huge number of email threads, inconsistent interpretations, and inevitable miscommunications.

The Amplify Solution:

• Centralized campaign brief generation
• Automated delivery of requirements, creative guidelines, and key messaging to all creators simultaneously
• Result: Eliminated back-and-forth delays and ensured messaging consistency across all creators

Why it mattered: Creators received crystal-clear directions without manual repetition. Questions were answered systematically, not scattered across DMs.

3. Streamlined Approval Processes (Real-Time, Not Bottlenecked)

The Problem: Getting almost 250 pieces of content approved across stakeholders typically means waiting for each person to review, comment, and re-review—a process that compounds across layers.

The Amplify Solution:

• Centralized review dashboard
• Parallel approvals (not sequential bottlenecks)
• Integrated feedback workflows with version control
• Result: Content approval cycles compressed from days to hours

Why it mattered: The team could move from brief to approved content in a fraction of the time, keeping the entire campaign on track.

4. Real-Time Live Dashboards (Control, Not Chaos)

The Problem: As creators go live simultaneously, there's no way to monitor performance, troubleshoot issues, or optimize in real-time. You're flying blind.

The Amplify Solution:

• Live engagement tracking across all ~250 creators
• Real-time metrics: viewers, engagement rate, content performance by creator
• Instant alerts for anomalies or issues
• Result: Complete visibility of performance of the campaign

Why it mattered: Nykaa could see exactly what was resonating, which creators were driving the most impact, and where audience attention was flowing—in real-time.

The Results: From Impossible to Inevitable

Compression of Timeline: 70% Faster