E.L.F. Cosmetics conducted the “Eyes Lips Face” challenge which went viral last year. Celebrities including Jessica Alba even joined in as the challenge spread organically.
An original song was created for the campaign and after being streamed millions of times on Spotify and iTunes, it got its own music video. Buzzfeed coined the campaign as, “the most successful piece of TikTok marketing to date.”
#eyeslipsface Hashtag on TikTok
The Results
It attracted over 3 million user-generated videos
Videos with the #eyeslipsface hashtag were viewed more than 4 billion times.
Hashtag currently at 9.4+ billion views.
Why the campaign worked
The brand campaign was fun and disruptive - everything the Gen Z audience loves.
E.L.F. created a catchy song that connected with their consumers. It encouraged people to get creative with their own interpretation to the beat and suddenly millions of people were talking, dancing, and posting on TikTok.
