it’s an e.l.f.ing glow storm!

Dec

2022

it’s an e.l.f.ing glow storm!

Client

e.l.f. cosmetics

Services

Creative Strategy

Media Relations

Celebrity & Influencer Relations

Experiential & Events

Paid Media, Digital and OOH

5B+

earned media impressions in one week

10M+

video views in one week

+3268%

increase in web traffic in one week

The Brief

In the run-up to the holiday season of 2022, #1 Gen Z beauty brand, e.l.f cosmetics tasked us with creating a 360° digital-first campaign that would market the brand’s collection of holiday glow products - particularly its mega-viral sellout product, Halo Glow Liquid Filter, which was being restocked after accumulating a 75,000 person waitlist.

Well batten down your lashes, people! ‘Cuz an e.l.f.ing glow storm is on the way!

To announce this highly anticipated re-stock we partnered with the original authority in weather, THE WEATHER CHANNEL, and GRAMMY® Award-winning singer-songwriter MEGHAN TRAINOR to share the breaking news of an e.l.f.ing glow storm that would soon engulf the nation. Powered by a singular insight from The Weather Channel — that “8 out of 10 women change their beauty routines with the weather.” — we ideated and executed the campaign from start-to-finish in two weeks. We lead up talent casting, creative direction, scripting, content production, motion design, social strategy, PR strategy, paid media integrations spanning social, digital, and OOH, and two days of an IRL guerilla stunt.

How we did it

TEASER CONTENT KICK-OFF: The morning of December 8th, Meghan Trainer posted a teaser of the glowcast, pushing users to e.l.f.’s TikTok channel to view the full radiance report and to the website to “shop the glow storm”.

EPISODIC CONTENT RELEASE: Throughout the morning of December 8th, e.l.f. released the radiance report in episodes, keeping viewers tuned in for what was to come.

E-COMMERCE MERCHANDISING: We created custom “Glowcast Bundles” and an “all-over-glow” shopping page so users could shop all the products in the glow storm and achieve 100% chance of glow.

STRATEGIC MEDIA PARTNERSHIP: We leveraged an integrated media buy with The Weather Channel to create dynamic marquee creative in-app that changed with the weather. The media strategy also included Digital Out of Home placements across the country with dynamic creative that also changed with the weather to display the Halo Glow Collection and various taglines including: 100% Chance of Glow, Exercise Extreme Iridescence, and We’re in for a Glow Day

EXPERIENTIAL STUNT: Every glow storm warrants a glow day. On December 13th and 14th, we fabricated an iridescent Glow Plow alongside a mobile LED Beauty Doppler Glow Storm Truck, which made surprise-and-delight deliveries to over 20 editors and influencers, and over 1,000 consumers throughout the boroughs of New York City. Attendees were given details on the Halo Glow restock, and gifted full-size glow-inducing products so they could enjoy their very own Glow Day.

Highlights

The line formed as early as 6:30 a.m for the pop-up.

While the collaboration and pop-up earned significant press and social praise, consumer feedback and overall sentiment was positive too. Word-of-mouth buzz among consumers within the pop-up vicinity helped drive traffic, with some stating they “followed the trail of Dunkin’ bags to the event.”

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