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e.l.f. COSMETICS

Campaign Strategy

e.l.f. and Movers+Shakers 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, e.l.f. released it on Spotify & iTunes, and DJs played it in clubs. It racked up 20M+ streams. 

So then e.l.f. and Movers+Shakers 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 
  • e.l.f. and Movers+Shakers 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

Key Results

7 B

Views

5 M

User Generated Videos

1.5 B

Earned Media Impressions