How Elf Cosmetics Created the Most Influential Campaign on TikTok

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


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.

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.

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