e.l.f. cosmetics — tiktok
“The most influential campaign on TikTok.”
Adweek
We created the most-viral campaign ever on TikTok, with consumers contributing nearly 5 MILLION user-generated videos.
It became a true pop culture moment! Celebrities like Lizzo, Ellen & Reese Witherspoon joined (unpaid). It spread organically through Instagram, YouTube & Twitter.
The original music track became so popular, we released it on Spotify & iTunes, and DJs played it in clubs. It racked up 20M+ streams.
So then we dropped the music video on Vevo, in partnership with Republic Records!
Most-ever user generated videos in a TikTok brand campaign
Fastest-ever TikTok campaign to reach ONE BILLION views
First-ever ad to hold the #1 trend spot on TikTok
First-ever TikTok brand challenge with original music
Our song hit #4 on Spotify’s Global Viral charts, and people added it to 300,000 Spotify playlists
Media coverage passed 1.5 BILLION impressions, including Vogue, Rolling Stone, Bustle, BuzzFeed, Vox, Adweek, and Forbes
BRAND CHALLENGE
e.l.f. wanted a brand campaign for Gen Z that would showcase its edgy and inclusive brand values.
They engaged Movers+Shakers to craft their first TikTok campaign. The goal was to captivate Gen Z’s attention and achieve record-breaking virality.
CREATIVE SOLUTION
We created the #eyeslipsface challenge to activate a key brand pillar: “e.l.f. is for every eye, lip and face.”
We hand-crafted a music track based on recent hit songs, that perfectly teed up the hashtag challenge.
The challenge was an instant success, becoming the fastest-growing TikTok campaign of all time. TikTokers contributed nearly 5 million videos, reaching 7 billion views.
We carefully stoked virality outside of TikTok. Celebrities joined organically, and we made the music available to DJs around the world.
The song ranked on Spotify’s viral charts from Australia to the Netherlands, and was picked up by Republic Records (home to Taylor Swift, Drake, and Ariana Grande). Together, we created & released a music video on Vevo and YouTube!
SAMPLE CHALLENGE VIDEOS
You can see the full challenge here.
We got a ton of unsponsored celebrity videos, including Ellen, Lizzo, Reese Witherspoon, Howie Mandel, Kevin Hart, Terry Crews, Patrick Starr, Jessica Alba, James Charles, the Pussycat Dolls, Annie Leblanc, and the Chicago Bulls mascot.)
MEDIA COVERAGE
THE MUSIC VIDEO
The runaway success of our original song led to a partnership with Republic Records (home to Drake, Taylor Swift, and Ariana Grande). We collaborated to release the official music video, produced by Movers+Shakers:
