E.L.F. RUNS ON DUNKIN’ — BRAND COLLAB

E.L.F. RUNS ON DUNKIN’ “Wake Up & Makeup”

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BRAND CHALLENGE

e.l.f. and Movers+Shakers are known for disrupting the industry, with campaigns such as e.l.f. x Chipotle and Ne.l.f.Ts. People were hungry for more, so what could we do next? How could we energize e.l.f.’s fans, while driving new consumers to the brand?

We teamed up with two of Gen Z’s favorite brands and created the hottest drop of the year. The “Wake Up & Makeup” e.l.f. x Dunkin’ collection is filled with glazed + coffee infused products.

e.l.f. challenged Movers+Shakers to design a massive launch moment that would catapult earned media and drive rapid sell-through.

CREATIVE SOLUTION

M+S knew exactly how to add the icing on the cake (or, the glaze on the donut!).

A key component was identifying a hero influencer who was a passionate superfan of both brands. Mikayla Nogueira—Gen Z’s go-to makeup guru, and a Boston native—had grown up loving both e.l.f. and Dunkin’. 

For Mikayla it was a dream come true, promoting the collab with a series of authentic content across social. Even better? We made Mikayla the voice of Ulta, hyping the collection on the store loudspeaker. A fitting role for this former Ulta salesperson!

IMPACT

e.l.f. and Dunkin’ fans alike ate up the collaboration, with 38 million social media impressions, and over 5 BILLION earned media impressions… from ABC News to the New York Post! The first product sold out in just 10 minutes, and fans flocked to Ulta nationwide to get it while it was hot!