It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.
In the end, there were more than 2 million videos created, with over 8 million streams across streaming platforms, a partnership with a record label and a slew of celebrities joining the challenge (unpaid). Elf tapped into a market of consumers it wants to continue engaging at a time when the platform’s ad capabilities are still nascent and brands have a chance to breakthrough in ways it can’t on other social platforms with high brand saturation.
“There were over 3 million views to Elf Cosmetics before we had any brand presence or campaigns [on TikTok],” said Kory Marchisotto, Elf Cosmetics CMO.