“e.l.f. ‘s “eyes.lips.face.sticky” campaign was a monumental moment, not only e.l.f.’s first-ever Super Sunday spot, but serving as the brand’s first Linear TV spot ever. Known for pushing the boundaries of traditional beauty marketing, this campaign cemented the brand as a leader in beauty-entertainment, growing brand awareness and consideration amongst new audiences. The brand launched into this new frontier by tackling TV during a high-visibility and relevant pop-culture moment, followed by an audience-centric linear TV buy to maximize reach and build awareness, making this an integrated-full funnel campaign.
The main objectives: Align e.l.f. with an icon (Jennifer Coolidge) to curate a viral “sticky” brand moment, and create a breakthrough juncture that would expand the brand’s dominance on TikTok with Gen Z into a whole new audience.”
