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 By Ann-Marie Alcántara December 5, 2019 Key Insights Elf Cosmetics worked with an agency to develop an original song, instead of creating it in-house. The brand already had an organic presence on the platform. 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. Ann-Marie Alcántara @itstheannmarie firstname.lastname@example.org Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.