How Elf Cosmetics Created the Most Influential Campaign on TikTok

More than two million videos with campaign's original music were created

The campaign's orginal song is in more than 70,000 playlists. Elf Cosmetics

When Elf Cosmetics first rolled out its hashtag challenge featuring an original song on TikTok, the brand was trying to test out the platform and see how its customers engaged with the company.

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@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.
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