How We Built a Sold-Out Launch for Nicki Minaj’s MYX Fusions Moscato Without Paid Ads
A behind-the-scenes look at community-driven marketing, organic fan engagement, and creating a cultural moment that turned a product into a movement.
When we launched Nicki Minaj's MYX Fusions Moscato, the product sold out across stores with zero paid ads. 🍷
I was part of the marketing team that helped make that happen.
Our focus wasn’t gimmicks.
It was Nicki's organic aura, organic marketability, community, and credibility.
I led organic marketing and outreach to the Barbz, Nicki’s fanbase, connecting with fan pages directly through DMs, building genuine relationships, and encouraging content that celebrated the launch.
As they still are today, they were extremely excited to receive exclusive images and news about their favorite artist.
No giveaways.
No promotions.
Just the opportunity for fans to be part of a moment tied to an artist they genuinely supported.
The result was viral growth powered by trust and excitement. MYX became more than a product. It became a shared experience between the artist and the audience.
Perhaps you might call this an influencer or creator lead campaign today, but when MYX launched, the influencer and creator economy was really just starting.
That campaign taught me the long-term value of fan-first marketing and the power of building from the ground up.
Since then, I’ve brought that same approach to campaigns across fashion, gaming, music, and lifestyle. Always leading with community and letting the product speak for itself.