e.l.f. Cosmetics: #eyeslipsface TikTok Challenge

Cosmetics brand e.l.f created a viral TikTok campaign to boost brand awareness in the US.

Campaign details

Brand: e.l.f. CosmeticsBrand owner: e.l.f. CosmeticsAgency: Movers+ShakersCountry: United States

Challenge and business objectives

In 2019, e.l.f. Cosmetics executed a brand recharge to overcome revenue stagnation. The goal was to reinvigorate the brand by reconnecting with consumers in bold and exciting ways. We identified TikTok as a key component of boosting brand affinity among Gen Z. On TikTok, our goal was record-setting virality and user participation, with an audacious vision to pass a billion views. We wanted the virality and innovation to generate a ton of earned media (both consumer and business...

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