Publishing

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
Headshot of Ann-Marie Alcántara
By Ann-Marie Alcántara

December 5, 2019

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.

Headshot of Ann-Marie Alcántara

Ann-Marie Alcántara

Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.

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