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...