ABOUT

e.l.f. had been on an unbelievable growth trajectory. It launched in 2004 and after experiencing decades worth of incredible performance, it hit a wall in 2018 as the company started to grow to a more mature position. In 2019, they went back to their digital-native roots and recharged the brand, unleashed a fresh expression, and started an ambitious campaign to reignite growth and develop a deeper cultural connection with Gen Z.

At that time, an emerging platform called TikTok was extremely popular among Gen Z. We decided to go all-in, launching a TikTok campaign when few brands had touched the platform. We wanted to express e.l.f.’s brand message (inclusivity, positivity, and self-expression) through music. We collaborated with up-and-coming artists to compose a very on-trend track that strategically architected an engaging TikTok challenge.

As soon the #eyeslipsface challenge launched, participation started to snowball. Many TikTokers commented, “where’s the full song?” So within a week, we expanded the 15 seconds and launched the song on Spotify & Apple Music. DJs played our brand anthem on the radio and at nightclubs!

As the song’s popularity grew, we inked a partnership with Republic Records (home to Drake & Taylor Swift) to create an official music video.

When COVID hit, e.l.f. identified an opportunity to use the beloved song to drive safe hygiene with Gen Z. We remixed the song into a public service announcement called “Eyes. Lips. Face. Safe.” and further expanded the life of the TikTok campaign.

#eyeslipsface became the fastest TikTok challenge to pass 1 billion views, and the first ad to ever earn TikTok’s #1 trend spot. It became the biggest TokTok brand challenge in history, exceeding 5 million user-generated videos, and 7 BILLION views. e.l.f.’s anthem hit #4 on Spotify’s global viral chart.

Unsolicited celebrities joined, including Ellen Degeneres, Lizzo, Reese Witherspoon, and Kevin Hart. Consumers worldwide commented, “I never knew e.l.f. stood for eyes lips face!”

e.l.f.’s Q3 sales rose 8% and e.l.f. moved from #4 to #2 Favorite Teen Brand (Piper Sandler) -- financial news outlets cited TikTok as key driver of revenue growth and earning cult status with Gen Z. Earned media passed 2 billion impressions and even today, nearly every article about TikTok marketing mentions e.l.f.

e.l.f.’s campaign became the standard playbook for other brands seeking their own virality. We didn’t just create a marketing campaign, we created a movement.