Drop: What are you too creative for?
Where the physical met the digital, every guest chose to become a creator
brand
NIC
market
Brazil
format
Sponsored Drop
duration
2 days
14.3%
OF VIEWERS BECAME CREATORS
[THE BRIEF]
Celebrate your unique way to be creative
NIC's drop challenged creators to celebrate the ideas, skills, and passions that make them stand out. By inviting participants to showcase the moments where their creativity goes beyond the ordinary, the Drop encouraged authentic, diverse, and highly personal interpretations, turning a simple question into a canvas for self-expression.
[GOALS]
- •Encourage creators to showcase their individuality through authentic and personal interpretations of the theme.
- •Drive content creation on DUIU with an open-ended prompt that welcomes creators from any niche or interest.
- •Strengthen the connection between DUIU and NIC's creator community by launching the challenge with a curated group of creators.
- •Spark organic participation and conversation by inspiring creators outside the initial audience to join and answer the question in their own way.
[THE DROP IDEA]
Why don't we turn this into a trend?
Instead of asking creators to replicate a trend, DUIU invited them to create one. The question "For what are you too creative?" was intentionally open-ended, allowing creators from any niche to answer through their own perspective, style, and format. There were no templates to follow or rules to imitate, only a simple prompt designed to unlock authentic self-expression. To ignite the movement, DUIU partnered with NIC and launched the Drop with a carefully selected group of creators. They became the first to answer the question, demonstrating that creativity could take countless forms, from beauty and fashion to DIY, food, comedy, and everyday routines. Each response became inspiration for the next, encouraging more creators to participate while keeping the content diverse and genuinely creator-driven.
A clear prompt, one Drop video, one ranked thread.
WHAT NIC BROUGHT
- •The theme
- •Prize budget
- •Campaign brief direction
WHAT DUIU HANDLED
- •Drop structure and ranking mechanic
- •Creator activation and seeding
- •Campaign surface and moderation
- •Participation data and reporting
WHAT THE COMMUNITY CREATED
- •Reply videos
- •Votes
- •Ranked proof around the theme
More replies → more prizes → more reasons to share.
THE DROP
[THE VIDEO THAT STARTS THE THREAD]
WHAT ARE YOU TOO CREATIVE FOR?
@NICDANICE
No studio setup, no polished script — just a routine where comfort matters. Every reply became a competing entry. Every vote helped decide what rose.
SÃO PAULO
·3,940 VOTES
·SILVER
REWARDS STRUCTURE
[DYNAMIC PRIZE UNLOCKS]
DROP COUNTDOWN 2 DAYs
The prize pool grew with the community
Instead of a fixed giveaway, Nice House's Drop unlocked more prizes as more people replied. That gave participants a direct reason to invite friends and help the thread grow — more replies didn't just mean more competition, they unlocked more winning positions.
More replies → more prizes → more reasons to share.
1
UNLOCKABLE TIERS
RULES & REQUIREMENTS
[BRAND SAFE BY DESIGN]
To keep the Drop fair, useful, and brand-safe, every entry had to follow clear rules.
- •Original video, created by the participant
- •Connected to the theme
- •Ranked by community votes only
- •Entries reviewed against platform and campaign rules before going live
- •18+ and Brazil residency required for prize eligibility
- •NIC and DUIU reserve the right to remove entries that break the rules
This gave participants room to interpret the brief their own way, while keeping the Drop inside a controlled brand environment.
LAUNCH CREATORS
[THE SEED BEFORE THE COMMUNITY ARRIVED]
122K followers
@xoxosaah
621K followers
@juliacanhoto
309K followers
@giulia
319K followers
@jamilefuziyama
213K followers
@rafolas
359K followers
@larieuu
639K followers
@TheoSalomao
106K followers
@blaz
COMMUNITY RESULTS
CREATIVITY TOOK THE CONVERSATION FURTHER
The Drop inspired creators across multiple interests and formats, from beauty and lifestyle to food and comedy. What started with a selected group quickly expanded as creators outside the original audience joined the conversation on their own.
The Podium.
TOP 1
COMMUNITY WINNER
@xoxosaah
She takes pics of everything
30 VOTES
·R$500 AMAZON'S GIFT CARD
TOP 2
RUNNER UP
@larieuu
Take decisions is hard
20 Votes
·NO PRIZE
TOP 3
RUNNER UP
@jamilefuziyama
See the colorful side of life
8 VOTES
·NO PRIZE
Community Highlights.
@blaz
Consequences? What?
5 VOTES · NO PRIZE
@rafolas
Too many options
6 VOTES · NO PRIZE
@alessandramora
No content strings!
4 VOTES · BRONZE PRIZE
@juliacanhoto
If you attack, I'll clap back
5 VOTES · NO PRIZE
@anaflavia
Well, she's an aries
4 VOTES · NO PRIZE
NIC TURNED ATTENTION INTO PARTICIPATION
By the numbers.
14.3%
Viewer-to-reply conversion
% of viewers became creators.
1 in 7 people who viewed the Drop created a video reply. A video reply is a larger act than a click, like, or comment.
ATTENTION
15,743
FEED IMPRESSIONS
871
UNIQUE IMPRESSIONS
209
UNIQUE VIEWERS
340
DROP VIDEO VIEWS
PARTICIPATION
14.3%
VIEWER-TO-REPLY RATE
20
UGC REPLIES
DECISION
32.1%
VIEWER-TO-VOTER CONVERSION
97
COMMUNITY VOTES
67
UNIQUE VOTERS
4
VOTES PER REPLY
CONTENT
9
SHARES
30
COMMENTS
14
SAVES
INSIGHT
Certain creative formats drew more attention. Fast-cut edits and comedic transitions made entries easier to rewatch. Early creator-led examples set the tone for later participants.
Campaign Timeline
01
[BRIEF IS SET]
CAMPAIGN LAUNCHED
02
[CREATORS ARE CHOSEN]
SEEDED CREATORS
03
[VIDEOS ARE DELIVERED]
UGC APPROVAL
04
[THE DROP IS ACTIVATED]
COMMUNITY JOINS
05
[PRIZE LEVEL 1 UNLOCKS]
ORGANIC SPREAD
06
[COUNTDOWN RUNS OUT]
WINNER SELECTION
07
[DATA IS ANALYZED]
BRAND SELECTS UGC LICENSES
[THE OUTPUT]
All the ways to be creative gathered
After the Drop's conclusion, what NIC had was several possibilities around the same theme. From the obvious one to the most unpredictable one, all of them represents different approachs that other users can relate to.
[01]
VISIBLE MOMENTS
20 authentic community videos
20 original videos showing the way that each one of them consider themselves too creative for. From humor, to aspirational approaches.
[02]
Community-Ranked Creative
97 votes from 67 community members
The community decided which moments they were most related to. Not brand selection alone.
[03]
Creator discovery
Ranked by performance, not follower count
A ranked list of real creators NIC can identify by participation and content performance, not follower count.
[04]
REUSABLE UGC
AVAILABLE BRAND-SAFE VIDEOS
Entries cleared for review for paid and organic reuse, pre-tested by the exact audience they're meant to convince.
[WHY IT WORKED]
An ad could not have produced this.
A sponsored post can borrow a creator's audience. A hashtag campaign can collect scattered content. DUIU did something different: it turned Nice House's brief into a live competition where the community created the proof, ranked it, and made the strongest content visible.
- The content wasn't directed by a brand. It was voted on by the people the ad is supposed to convince — a harder test than any internal review.
- The brief created one shared context, the ranked thread made every reply comparable, and votes turned attention into a decision.
- Paid social measures whether someone clicked or reacted. No ad platform measures whether someone became a creator — DUIU does, and for Nice House, 26 people did exactly that.
PAID SOCIAL BUYS ATTENTION. DUIU BUILDS PARTICIPATION.
DUIU isn't an engagement platform — it's a viewer-to-creator conversion platform.
Build a Drop like this.
A media plan can buy you reach. It can't buy you proof. Turn your next campaign into a ranked participation challenge — we'll work through the brief, the prize structure, and what you'd walk away with.
BOOK AN INTRO