e.l.f. runs on dunkin’ — BRAND collab
e.l.f. runs on Dunkin’ with a limited edition collection... coming in piping hot.
In yet another epic brand collab, we orchestrated a disruptive launch campaign.
The result? Over 5 BILLION press impressions, and product started selling out in just 10 minutes.
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 two of Gen Z’s favorite brands and created the hottest drop of the year. The “Wake Up & Make Up” 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!
Fans ate it up, with 38 million social 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’s hot!
