TikTok campaign breaks records

e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.

Taking creative self expression beyond beauty, DC’s curation of TikTok influencers helped e.l.f. launch the most viral organic ad campaign ever created on the platform, breaking records for views and user generated content.

Our in-house team strategically tapped a diverse range of TikTok influencers to help the brand target drive awareness and consideration among new consumers especially Gen Z.

Collaborating with partner agencies and the e.l.f. team, we were able to create a campaign that became the fastest TikTok campaign to reach 1 billion views, garnering 7 billion views total. 

5 million user generated videos were created, including from celebrities like Ellen, Lizzo, and Reese Witherspoon, who joined in of their own accord.

The #eyeslipsface campaign was the first-ever ad to hold the #1 trend spot on TikTok. The original song hit #4 on Spotify’s Global Viral charts and was added to 300,000 Spotify playlists.
Media coverage included Vogue, Rolling Stone, Bustle, BuzzFeed, Vox, Adweek and Forbes.

As the original campaign anthem song’s popularity soared, the brand created a full length track and produced a music video to celebrate its success and satisfy the demands of fans.

Coachella x Tattooed Chef

At Coachella’s return after a two-year hiatus, DC helped plant-based food brand Tattooed Chef create a bespoke experience at Interscope Records’ VIP party. Our experiential team worked directly with Tattooed Chef founder Sarah Galletti to bring her vision to life at the iconic Dinah Shore Estate.

The activation centered on the bold transformation of a shipping container into an actual tattoo studio. Party guests commissioned custom tattoo sketches by OC-based tattoo artist and Ink Master season one winner London Reese, and watched him create flash art right before their eyes. As part of Tattooed Chef’s efforts to fight food insecurity, the tattoo studio featured a ‘What Do You Give A Crop About?’ wall, which invited guests to add the causes and issues they care most about via stickers. Tattooed Chef donated $50 to Support & Feed for every sticker posted on the wall, ultimately raising $10,000 for the nonprofit.

Duncan Channon and Tattooed Chef also produced a sleek, playful food trailer that served up vegan treats, including a 100% plant-based tiramisu and Tattooed Chef bars, which gave guests a taste of the brand.

When the clinic’s a carnival

How do you convince a particularly hesitant group of Californians to get vaccinated for Covid-19? With free games, music, food, slushies and a great big Ferris wheel.

Our experiential team was tasked with creating an event that would attract, educate and hopefully vaccinate community members of California’s Central Valley who had been particularly hesitant to receive the COVID-19 vaccine.

The solution was a good old-fashioned, family-friendly carnival. Within a matter of days, we secured rides, games, food, beverages and staffing along with signage and promotional materials, all the while observing strict CDC safety guidelines.  

Over 1,000 people attended the free event sponsored by the California Department of Public Health, many of whom got vaccinated on the spot.

Person wearing mask and shirt that reads "Let's get to immunity" stands proudly with hand on their hip in front of a carnival.
A couple stands together in front of carnival, both are wearing masks and one displays their vaccination card and the other is pregnant. Both are wearing masks.
A person wearing a mask pulls up their shirt sleeve to display the bandage from their recent vaccine shot.

Mobile tours

Live events

Consumer activations

Paid and organic

Brow besties, IRL

To re-energize their brow line, e.l.f. rolled out a digital campaign with real-life besties and beauty influencers Roxette Arisa and Yesenia Hipolito, and celebrated with a fabulous dinner produced by DC.

Two smiling people wearing matching tan bodycon dresses posing in an outdoor lounge in front of an e.l.f. Cosmetics event sign with their faces on it and words reading, “brow besties, irl”; a person is shown in front right corner taking a photo of them with their cell phone.

e.l.f. Cosmetics celebrated its brow line with popular beauty influencers Roxette Arisa and Yesnia Hipolito at a fabulous dinner at the chic Ysabel in West Hollywood. Beauty influencers and friends of the brand were treated to a gourmet dinner, customized BFF necklaces, plenty of Instagrammable moments, and a goodie bag full of the e.l.f. brow line.

Wide stairs filled with glowing candles, white wall with e.l.f. Logo and abstract drawings of faces. Bottom of stairs is a lounge seat with pillows, a lamp and greenery on the far wall.

Our DC Influencer team strategically recruited the two real-life besties to host this glam dinner, leveraging their impressive follower counts and influence in the beauty industry.

The successful launch introduced e.l.f’s brow line to a new group of influencers and their 14 million collective followers. Over 90% of the invited influencers posted about the event and tagged e.l.f., generating over $130,000 in EMV. 

Beautyscape in the Bahamas

Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.

The Beautyscape program connects an aspiring community of beauty enthusiasts around e.l.f.’s brand values and provides mentorship and inspiration towards their own beauty path.

Each year the location for Beautyscape changes and, in 2019, the Bahamas became home to our four-day challenge. The program kicked off with a contest where over 1,400 e.l.f. Cosmetics fans and beauty enthusiasts submitted their best tropical-inspired makeup looks via a custom-built website and Instagram. Then 25 contest finalists and social media beauty influencers ventured to the colorful Bahamas to compete and connect with e.l.f. firsthand. 

Attendees collaborated with other up-and-coming beauty influencers and the e.l.f. product development team while receiving access to top talent in beauty and cosmetics. Teams developed their collection ideas and ultimately pitched them to a judges panel. 

We can’t yet reveal the winners. Once announced, their tropical-inspired collection will be sold around the world. 

two female-presenting people dressed in summer clothing sit on the net platform of a catamaran. They appear to be posting for a picture with their arms outstretched.
A presentation on stage of a make-up artist applying a look to a Beautyscape attendee's face. Another presenter stand on stage next to them, looking on. There is an audience in the foreground.
a group of influencers dressed for a celebratory event, standing together at night
Large group shot of Beautyscape influencers standing on  beautiful old stairway in the Bahamas. Everyone is smiling.

CBS x Alfred Coffee · Emmy Awards

DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.

The campaign began with a CBS takeover of all Alfred Coffee shops in LA. We married custom designs of iconic Alfred Coffee cups and murals with inspiring quotes from Star Trek’s legendary screenwriter. The partnership was also featured on Alfred and CBS Studios’ social media channels via Instagram posts and a story that called for members of the Television Academy to vote for Star Trek: Picard ahead of the final Emmy Awards voting deadline. 

The partnership was an incredible success and we’re thrilled to congratulate CBS Studios on Star Trek: Picard’s five nominations. 

Gap · Dress Normal

Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.

Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.

Millennials thrive on individualism and seek to forge their own unique story. So we created the #DressNormalProject — a visual movement and national mobile tour that brought to life what dressing normal meant through the lens of Instagram’s 30 best photographers in Los Angeles, Seattle, Atlanta, Chicago and New York.

The project captured hundreds of original images, earned over 100 million media impressions and over 37 million social media impressions along with 3,000 consumer visits to the experience. Nothing normal about those results.

Nabela Noor for e.l.f.

DCLA created a can’t-miss launch event for Bangladeshi-American sensation Nabela Noor’s collaboration with e.l.f. Cosmetics.

e.l.f. makes products for every eye, lip, and face to inspire customers worldwide to own their beauty. With that in mind, DCLA developed the partnership between e.l.f. Cosmetics and Nabela Noor, who has been a steward in championing inclusivity and diversity. Then launched the new line with a stunning, chic, and highly shareable launch event that was inspired by Nabela’s culture.

Guests were immersed in South Asian traditions with sounds of a sitar player strumming iconic covers, dhol drummers led by the first North American female player and a troupe of Bollywood dancers. Pink tents filled the space and were draped with florals flown in from India that morning. A henna tattoo station and a menu of mango lassis and traditional Bangladeshi treats made sure there was always something to do or taste. The products from Nabela’s collection anchored a lush photo moment that defined the space.

The guest list included high-profile beauty influencers such as Patrick Starr, Mac Daddy, Jackie Aina, Manny MUA, Mariale, and others, with a collective reach of over 40MM. The event and collaboration garnered press coverage from Allure, Refinery29, and Bustle.

Gap

Once a staple of Gap, the classic tee’s luster had begun to fade. They came to us to reignite interest in the shirts by driving mass trial among younger millennials. The answer was to connect our tees to another classic: the concert tee.

With the Be Bright campaign, we secured the rights for Gap to be the official concert tee at the summer’s hottest music festivals. We partnered with Tumblr, Filter and P.S. I Made This to create unique content and exclusive programming to further the brand’s reach.

We also created customized on-the-ground activations that garnered huge engagement. We even brought some of the coolest bands on the festival bill to flagship Gap stores where influential fashion bloggers helped fans shop festival-ready looks.

Ultimately, we put the brand in front of 1.2 million people. We generated 50 million social media impressions. And of the 100,000 t-shirts for sale, there were exactly zero left.

Universal Orlando

Universal Orlando leveraged DCX’s stable of influencers to reach the difficult-to-reach teen and tween audience — and succeeded 40 million times over. 

DCLA enlisted the help of 17 popular influencers, including TikTok star Baby Ariel and creator Weston Koury, to create videos about their experiences at Universal Orlando Resort. The 28 videos that were ultimately produced resulted in 40 million impressions for the brand and a second phase has already been ordered.

The secret to the success was giving the influencers free reign to make videos about the things they wanted, in their voice and style. This hands-off approach resulted in content that felt less like an ad campaign and, as such, garnered way more interest, views and shares from the fickle GenZ audience.

Influencer content

e.l.f. 2020 Halloween activation

Duncan Channon’s LA team kept the Halloween spirit alive by bringing a spooky holiday pop-up straight to beauty influencers’ homes.

With the pandemic upending traditional Halloween celebrations, our e.l.f. Cosmetics pop-up Halloween experience hit the road to bring the best of the spooky holiday straight to influencers’ homes.

To create authentic content celebrating the role of makeup and creativity around this holiday, our team set out to offer 15 beauty influencers a safe, personal pop-up experience starting with a custom VW bus that provided an element of surprise at their doorstep.

The e.l.f. experience included safe trial of makeup products featured in e.l.f’s halloween inspiration suite, photo ops with a 12-foot wall of hand-painted pumpkins, candy and a personalized pumpkin patch in their front yard.

“Halloween is usually one of our favorite times of year to snap selfies — whether at the pumpkin patch, or in our costume look,” said Amy Cotteleer, Chief experience officer, Duncan Channon. “With so many of us celebrating at home or in our cars this year, e.l.f. decided to hit the road to bring Halloween fun and inspiration directly to influencers that can spread it among our beauty enthusiast community.”

Beautyscape influencers launch e.l.f. collection

It’s a beautiful day at DCLA with the launch of the e.l.f. Cosmetics Retro Paradise collection — the new collection from e.l.f.’s Beautyscape winners Alissa Holmes, Diana Curmei, Elicia Aragon, Jessa Green and Valeria Loren.

e.l.f. Beautyscape serves as a ‘career incubator’ for breakout makeup influencers. Celebrating its fourth year in 2019, we flew 25 aspiring beauty influencers to Nassau, Bahamas for the opportunity of a lifetime: the chance to collaborate with e.l.f. on a summer 2020 capsule collection and a $50,000 team prize. 

Participants were challenged to find inspiration in the island’s unique sights, sounds and colors as the basis for their team’s makeup collection ideas, which were presented to a panel of judges just 24 hours later. In addition to the competition, Beautyscape participants received mentorship from top beauty professionals including makeup artist Nam Vo and celebrity hairstylist and entrepreneur Jen Atkin, as well as valuable one-on-one time with the brand and fellow creators. 

The winning team worked with e.l.f. to produce its Retro Paradise collection — which is now available at Target and on e.l.f. Cosmetics · Retro Paradise. This limited-edition collection is infused with the essence of the tropics and inspired by sun-soaked beaches, paradise hues and beautiful Bahamian vistas.

SGX NYC · #hairgoals

SGX NYC wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s positioning with cost-conscious consumers looking for premium products. We hit the bullseye with three well-known #hairgoals influencers.

SGX NYC brand wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s purpose and positioning with the target. We hit the bullseye with three influencers well-known for being absolute #hairgoals. 

The influencers were Maria Bethany, Jessi Malay, Roxette Arisa and their expertise lay in different areas spanning fashion, beauty and lifestyle. This range exposed more potential new consumers to the SGX NYC brand and generated buzz around the Allure Best of Beauty winning products: the Dry Touch Volumizing Dry Shampoo and Curl Power Nourishing Curl Cream. 

The resulting content out-performed client expectations with high engagement, high retention rates and an avalanche of likes and comments. The six Instagram timeline posts generated over one million impressions. In just over a week, the YouTube content had over 100,000 views and both of Roxette’s in-feed IG posts outperformed all of her organic content.

brown wavy hair with three hair clips that look like safety pins.

Female presenting influencer posing for the camera in a sleek white blazer and leather black pants. She is confident and raises her hand to perfect her long brown hair that is styled in a middle part and she's wearing make-up that accentuates her strong features. She's in front of a mirror with a table with SGX NYC products.

Citi · Citigrammers

Citi wanted to increase awareness and favorability on social media, particularly within the music and dining categories. We assembled a team of influential visual artists to create the sort of shareable content the brand couldn’t.

Our “Citigrammers” celebrated the vital role fans play in bringing music to life with vivid, emotional imagery around cathartic experiences that only live music can provide. They also captured their unforgettable culinary experiences through rich, visually stunning content and commentary that brought unique texture to their adventures when dining out — big, small and everything in between.

To connect with the Instagram community, we partnered Citi with native voices capable of capturing the perfect square moment from any one of the brand’s incredible cardholder moments. These “Citigrammers” celebrated the vital role fans play in bringing music to life with vivid, emotional imagery around cathartic experiences that only live music can provide. They also captured their unforgettable culinary experiences through rich, visually stunning content and commentary that brought unique texture to their adventures when dining out — big, small and everything in between. 

The roster was provided with comprehensive campaign and image guidelines created by DCLA to ensure each content creator was prepared to deliver a range of images for the #fanlife and #gastronaut platforms. Content was methodically routed for legal approval, populating an evergreen bank of images for the brand’s continual use.

Birds eye view over a male presenting young adult on the fire escape playing a guitar. Next to him is a notepad and pen and lush green plants creep into the frame. He appears relaxed as he plays his guitar.

e.l.f. Cosmetics · Coachella

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.

Diverse group of individuals and posing for the camera during the Coachella Music Festival. They are all self expressive through their make-up and fashion choices. Their individuality shines through as they each pose in their own unique way.

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.

Summer festival season was fast approaching and what better place to showcase the product benefits than the harsh desert conditions of Coachella where there’s a thin line between hot and hot mess. So we tapped a diverse group of beauty influencers to join e.l.f. for the exclusive first look as the brand’s special guests for the festival’s opening weekend.

The action-packed weekend was hosted at The Amado, an Instagram-worthy property in the heart of Palm Springs. Upon arrival, influencers checked into private units stocked with their favorite foods and e.l.f. products. Dinner that night was hosted by the VP of Brand, and the Global Artistic Director, who previewed Beauty Shield and gifted the yet-to launch products to our guests. Friday was spent poolside—and then the concert began. 

Room drops and personalized gifts were provided as surprise & delight throughout. e.l.f. leveraged the weekend for PR meetings, social giveaways and a photo shoot for product and brand marketing assets that featured the influencers. Overall, the seasonally relevant conversation easily outperformed expectations for social reach and engagement on influencer and brand channels alike and received an exclusive in the Zoe Report with over a million visitors per month.

Cotteleer in Campaign US

DC’s chief experience officer speaks with Campaign about the virtual world and how COVID-19 has actually brought DC’s SF and LA offices closer.

You can see what she had to say here or simply scroll down.

Grid image of 20 US employees on video conference call together. They are diverse in their age and their genders. They all appear smiling and some chatting like they are familiar with each other and enjoy working together.

Amy Cotteleer, partner and chief experience officer at Duncan Channon, was never one for Google Hangouts, but she’s become a convert.

It’s keeping her more closely connected with colleagues and has become a “bit of a silver lining.”

Los Angeles-based Cotteleer, who sold her digital, social and live experiences business, A2G, to Duncan Channon in early 2019, is applying lessons learned during the financial crisis of 2008 for clients including the LA Rams and e.l.f. cosmetics.

Back then, she helped brands maintain relationships with consumers when disposable income and consumer confidence were under attack. 

Cotteleer discovered that social influencers—it was the dawn of the Mommy Blogger Era—were proving great surrogates to real-life, consumer events. For Nintendo Wii, A2G was able to work with bloggers to reach parents who were worried about their kids playing video games. 

“We appreciated that it was the experiences of the influencers, that they could then bring to their audiences, that would then be shared exponentially,” said Cotteleer. 

Today, it might be beauty influencers on TikTok and game-streaming personalities on Twitch, but the concept is the same. They are the bridge to consumers who are not interacting with brands in-store or at events. 

Cotteleer, a former banker who worked in movie financing before switching to marketing, talked to Campaign US about keeping clients, colleagues and her two daughters happy while maintaining her own sense of self.


We are almost a month into COVID-19 stay-at-home orders. What are your impressions or learnings over this time?

It is a month, and I have a totally different perspective than what I thought it would be. 

The demands that have been placed on working parents, to entertain, to protect, to teach, to coach…for me, it has been a complete learning experience. It is fraught with challenges, to technology not being a friend to, over time, a sense of uneasiness. 

At any part of the day, you can go from being uneasy to fearful. Even though we are Zooming every day that is not a human connection.

How is it managing teams from afar?

As a partner, as a leader, it is my belief that we have to separate the signal from the noise. We do that by figuring out what people need, encouraging who we work with. It is about setting boundaries, being realistic and helping employees figure our how to self-care and be present. Especially if you are a parent. 

At the agency, our CEO Andy Berkenfield announced a program, Tag Out. What that means is, as a parent, if you feel you need to tag out, you have not only the support of the agency but also of co-workers and colleagues. For me, every morning between 9 and 10, I am tagging out to make sure my daughters are good for school and with the apps they are using for learning.

As a marketer and a consumer, do you miss stores or do you see your own behavior changing longterm? 

The question we are grappling with as an agency for our clients is: Business as usual. When will that be and who will I be when it returns to normal?

This is not short-term, even when the stay-at-home restrictions are lifted, we are not just going to flip a switch and do live events as soon as we can go outside. 

Then, the reality is we are at a minimum of three to six months from holding events, because there are so many things that go into live events, from a scouting perspective to negotiations. Providers are going to be decimated because of the shutdown. The reality is, we are going to lose florists, caterers. We are going to lose venues, we are going to lose fabricators. 

And there is a psychological impact we are going to have to address. Can you imagine being surrounded by a hundred, a thousand, a hundred thousand people? I can’t. It scares me, and I do it for a living.

What are you able to do for clients now, as far as social and digital experiences?

As we are social, digital and experiential, we have always understood the importance of all three. We are definitely talking to our clients about influencer and social engagements, across all platforms, from Twitch to TikTok. 

We have weathered storms before like the financial crisis in 2008. We created programs to reach out to YouTubers and mommy bloggers, so when events went away, consumers passion for brands continued. 

So we know influencers and social engagement are going to play such a critical role.

There is this instinct, I think it is almost primal during an economic downturn to want to cut dollars. Maybe you cannot do a live event, but I think that it is dangerous to for brands to cut spending. They will have a harder time coming back.

We are dealing with consumers who feel like life has been canceled, here is a time for brands to help their consumer connect. 

What is going on with some of the clients you are working with?

We were selected before the shutdown by the LA Rams to help them create strategies around their in-person, 7,000 person NFL draft event. The Rams, locally in Los Angeles, were going to have a celebration for their fans, 7,000 of them in one space, during the NFL draft in Las Vegas.

It is unfortunate that we might have to wait another year for it. Even before the NFL was talking about it, we were talking with the organization to discuss other ways to connect online, through every platform available for us to create the sense of community to connect with people who have a passion for football and give them a place to connect with each other.

Another example is our client e.l.f. They launch products on a regular basis. Often times, they have in-person events to celebrate. The products are going to hit the stores, that cannot be delayed. How can we look at the influencer community to do the heavy lifting, to do it differently, perhaps? 

It’s been about a year since Duncan Channon acquired A2G. How are things going with your team being in Los Angeles?

I would jump up on a plane go up to San Francisco and San Francisco would jump on a plane and come down to us.  

The irony is, I feel more connected to the San Francisco team now. I think I can speak for my team here in Los Angeles because we prioritize face-to-face communications through Zoom and Hangouts like we never have before. We used to not see each other every day.

It has been a little bit of a silver lining.

How will this COVID-19 affect you personally? 

I think on a personal note, it will forever change the way I communicate with the teams in San Francisco. I have prioritized now clicking Google Hangouts and making a face-to-face call and that is crazy for me. Now, I look forward to popping on Google Hangouts and seeing people. There are moments you hear a voice in the distance, and everyone asks, “Who is that?” Or someone’s child will pop on the screen. There are really delightful moments. 

Experiential

Before experiential marketing even had a name, we were establishing relationships between brands and consumers across the country and around the world.

Social

Social media changes every day and we change with it — from content creation to influencer management to mobile-first creative formats to new platforms to whatever comes tomorrow.

Influencer

DCLA (formerly A2G) is a true pioneer in the influencer space working with iconic brands like Nintendo, Citibank and others.

e.l.f. Cosmetics · Cruelty-free

To promote e.l.f. as a vegan brand, we tapped five beauty influencers known for their animal activism. Incredible images were created, important causes were supported and sales were spiked.

Female presenting person with blonde hair and beige shirt poses for the camera on her couch holding a black cat with yellow eyes. She is smiling and the cat appears calm and happy in her arms.

The five, well-known influencers — Cosmobyhaley, Jasmine Rose, Jkissa, Logical Harmony and Weylie — all produced content around their favorite e.l.f. product and featuring their pet. Each influencer produced five images for use across elfcosmetics.com, email and social.

In the first week alone, sales for the influencers’ chosen products jumped dramatically — from 14% to as high as 53%.

e.l.f. Cosmetics · Christian Siriano

Designer Christian Siriano has been leading the charge for diversity in the world of A-list fashion. So who better to partner with a cosmetics brand that also celebrates beauty in all its forms?

Like Christian, e.l.f. built its business on customers thrilled to finally see themselves reflected in a style brand. To further that cause, we hand-selected four e.l.f.-loving influencers — Raye Boyce, Cydnee Black and Casey Holmes — and gave them the opportunity to support Christian’s Spring collection runway planning on behalf of e.l.f.

They visited his New York City studio to preview the collection, provide makeup trend and product advice, hear about Christian’s career path and the role beauty plays in his everyday creativity. As Christian’s exclusive makeup brand for NYFW, e.l.f. and our creator community had front row seats and behind-the-scenes access at his show. 

We achieved a true reach and resonance from the Spring ’18 runway by creating a 360-degree partnership with a young, in-demand designer that is celebrated by the brand’s core consumer. Backstage attendees were gifted hero pieces from each bundle and were sent a get the look step-by-step following the show, resulting in a wide range of coverage on both the SS18 show and unique See Now, Buy Now Bundle offerings.

Our integrated partnership ultimately reached 200 million on digital, in addition to some in-person valued moments. Collectively, 11 macro- and micro-influencers drove nearly $600K in EMV from 46 posts and 13 million impressions.

A female presenting individual poses in front of a printed background of giant e.l.f lipsticks. She is wearing black denim jeans, boots, a black top and a camo jacket.

40 over 40

Amy Cotteleer poses for a headshot in front of black and white vintage wallpaper. Below her image in red with white text reads “40 over 40 campaign”

Amy Cotteleer was tapped by Campaign US for its annual digital 40 over 40 list. The honor is bestowed upon those at the forefront of digital transformation.

Nominations were judged by a panel consisting of the Campaign editorial team as well as decorated industry leaders including Doug Robinson, CEO of Fresh Digital Group, Sarah Hofstetter, former president at Comscore, Brian Wieser, president of business intelligence at GroupM and Gemma Greaves, chief executive of The Marketing Society. Winners were feted at a special event on the rooftop at Merkley+Partners in New York City. More details here.

Charlotte Russe · #CTGIRLSQUAD

Through targeted organic and paid social along with in-store announcements, we assembled the ultimate squad to help launch Charlotte Russe’s “New Beautiful” brand platform.

A woman in a floral dress and long curly hair poses in front of a wall of greenery and white flowers. She has a huge smile on her face.

Fashion-loving customers were asked to submit their ‘New Beautiful’ photo with #CRGIRLSQUAD for a judges panel review. The 50 winners were selected on entries that reflected: social influence through reach and resonance, a fashion POV consistent with the ‘New Beautiful’ confidence brand platform, geographical location, and between the ages of 18 and 24.

The winners were then on-boarded to the #CRGIRLSQUAD program with tactics designed to make them feel like a part of the brand and best practices on social sharing. The squad members also received serious perks like a style session and shopping spree at their local Charlotte Russe store, VIP discount and other fun surprises along the way.

The winners were then onboarded to the #CRGIRLSQUAD program with monthly activations designed to make them feel like a part of the brand. Over the course of a year, the squad received serious perks like personalized style sessions, a shopping spree at their local store, a VIP discount, and other fun surprises along the way.  

In just one year, the program generated: 

· Nearly 4 million impressions

· Over 200 original photos featuring Charlotte Russe products

· Over 143k social engagements with the average post engagement rate coming in at 8.3% 

Women in White dress

Citi · ThankYou® Premier Card

Citibank asked us to create social content touting the many travel benefits of their redefined Premier card. And half a million YouTube views later, awareness was up nearly 20%.

Using our proprietary search model, we began by identifying a roster of social storytellers that would fit the Citi brand and cover our key markets: San Francisco, New York, DC and Los Angeles. We then shot a four-part video series with an affluential storyteller from each market. Promoted throughout the social web, the videos captured real stories about commuting, seamlessly providing ways to earn 3x the points on everyday travel — from gas to ferry passes and metro card purchases, as well as tips, tricks and hacks to find delight in the otherwise mundane habit of getting to and from work.

The series unfolded on Citibank’s YouTube channel and Facebook page, providing key content for the brand’s paid social media campaign. The videos were also celebrated widely by our featured commuters on their personal channels, and Citi touted the content in sales training meetings—using the videos as a key tool to promote and differentiate Citi ThankYou® Premier product offerings.

After all was said and done, the videos drove a 19.35% lift in card awareness which was 61% higher than the financial services average.

Jkissa collab with e.l.f.

Known for embracing true individuality, DCLA identified Jkissa as the ideal person for e.l.f.’s next big cosmetics collaboration.

DCLA produced the collection’s launch event that embodied the personal touches Jkissa brought to her products in a one-of-a-kind, standing-room-only soiree.

Jkissa’s collection was inspired by her personal life — from the product names, shades and packaging.  She’s known for her striking tattoos and regularly promotes celebrating one’s individuality, so it only made sense to celebrate her at a place where those qualities were on display and woven throughout the night’s activities.

We partnered with the legendary Body Electric Tattoo for the event. Guests received complimentary tattoos and piercings from the shop’s sought-after artists. In addition to being gifted products from her collaboration, guests received custom-made gold earrings in the shape of the icons Jkissa drew for the collection’s packaging. To pull everything together, a neon light installation (as colorful as the woman of the hour) was the must-share moment of the night. 

The guest list was a who’s who of the beauty influencer community.  Their collective reach surpassed 20MM and the buzz generated by them at the event as well as at launch was reflected in e.l.f ‘s overall Q1 earnings and particularly on elfcosmetics.com where the brand had one of their strongest quarters ever.

A hallway in a black room with neon lights leads to a neon e.l.f. sign. The vibrant colors light up the frame and the distinct shades of purples, yellows, greens and pinks reflect on the black laminate flooring. Lips, a lightning bolt, eye and spaceship are other neon lights in different colors that surround the centered e.l.f. Logo.

Citibank · Double Cash

Citibank asked us to help launch their new Citi Double Cash card and were looking to boost awareness through social conversation. We enlisted the help of YouTube superstar devinsupertramp and created the #Incredouble campaign.

Highlighting the card’s duo reward structure, Devin created a crazy duo video combining hot air balloons and bungee jumping. After a million viewers devoured that content, we invited them to pitch their own duo ideas with Devin bringing the winner’s idea to death-defying life.

In the first 60 days, 25 million impressions were generated with press mentions from the New York Daily News, Mashable, Daily Mail, Toronto Sun and Fox Seattle Sentiment.

In the first few months, the videos tallied three million YouTube views, 30,000 likes and 2,000 comments — with 74% positive sentiment, 22% higher than Citi’s average engagement score.

Pottery Barn

DCLA enlisted three influential NYC photographers to shoot Pottery Barn pieces and bring some 212 cred to the launch of the brand’s new flagship.

To make the opening of Pottery Barn’s flagship store truly stand out, we helped them to better blend in with the locals. New Yorkers appreciate design but have so little space. Those most in the know are seeking and finding dance, food, escape and other adventures in their daily lives more than furniture. We partnered with three local photographers, each with a unique voice and style, to shoot Pottery Barn’s pieces in unexpected ways. Each creator was assigned an item of their choosing and asked to bring their New York to life. From stunt ballet to pizza slices, apples and cozy Chelsea corners, the creative assets generated were unlike anything the brand had seen before. The imagery was used in store, on social, for blog posts and event invites as well as gift-with-purchase design journals.

Universal appeal

Our assignment was to convince teens and tweens that Universal was the “what’s next” vacation for them and their families. Our solution was to send a dozen influencers with millions of followers (don’t even act like you don’t know who Baby Ariel is) to the Orlando resort to make original videos and posts. 13 million views and half a million YouTube engagements later, the program is a bona fide success. Check out the case study vid above for all the thrilling details.

Shiseido relaunches

What better venue to make a grand re-entrance than Fashion Week? Shiseido’s pop-up experience drove huge engagement, reintroducing the brand in style.

Over the years, DCLA has truly mastered the art of the temporary curated experience. Grounded in the collection’s textural cornerstones, our pop-up for Shiseido was immersive and multi-sensorial, with guests walking through rooms inspired by the collection’s four textures (gel, dew, powder, and ink) to explore the new range. Additionally, the pop-up featured a photo exhibit by director and photographer Mike Rosenthal as well as a reserved-seating Japanese tasting menu inspired by the textures. 

The weekend attracted over 1,500 guests across four days (almost doubling the program’s KPI) and earned over 227M total media impressions and 31M+ total social impressions.

Lagos Fine Jewelry

For the launch of Smart Caviar, the first fine-jewelry bracelet for the Apple Watch, Lagos wanted to reach a wide range of luxury consumers and highlight the versatility of the bracelet.

Lagos customers are modern working women – they are entrepreneurs, business-owners, board members and socialites. It was key for Lagos to strategically align with influencers that represent those verticals for the launch of Smart Caviar. 

We identified influencers across fashion, design, entertainment and business to create Instagram content incorporating the bracelet into their lives. Content ranged from glamorous galas and power meetings to nights out on the town.

Talking community at SXSW

DCX’s Amy Cotteleer and Mara McCune from e.l.f. discussed the development of the cosmetic company’s lauded micro-influencer program, Beautyscape.

Their SXSW panel “Enthusiasm vs. Influence: The Power of Community” stressed that the true success of the program was its genuine commitment to the Beautyscape community over the long haul, or as Amy said: “It’s not just an influencer strategy. It’s about more than likes. It’s how do we help set trends and be on trend? We are creating a community and building each other up. We are a brand that is open and we are democratizing beauty by making it accessible.” 

For those interested in learning more, Marketing Dive did a wonderful piece that you can read here.

Sephora

To celebrate a grand opening at The Grove, we helped Sephora surprise and delight consumers with our ‘Let’s Beauty Together’ mini-makeovers.

Over two days during Fall Fashion Week, audiences and lines formed to learn about the latest looks as well as in-store education programs unique to the Sephora brand. The event environment had a behind-the-scenes Hollywood vibe and served as the perfect stage for 16 of Sephora’s most vibrant and approachable artists to play host, friend and expert. 

Upon completing a makeover, consumers were encouraged to visit the new store to shop and redeem a free gift with any $25 purchase. Over two days, we reached 45,000+ passersby each day, performed 400+ makeovers, and produced 14 hours of live product demos.

Nintendo

Nintendo asked us to create brand advocacy among hardcore gamers for the Wii U. Working off the strategic insight that 63% of all video gamers produce and consume programming on YouTube on a daily basis, we created the Wii U Video Challenge, a program that leveraged the talent and influence of the site’s top content creators.

We had Nintendo send 50 consoles to creators we selected for their talent and love of gaming. They, in turn, made 50 movies about the Wii U and self-published and championed across Facebook, Twitter and Instagram.

We then selected the 12 best, put them into three groups and gave them 48 hours to make a final movie which was shown in Park City before a crowd of Hollywood A-listers.

In the end, 53 user-generated videos were created totaling over three hours of original online content. We received over four million video views, more than 10 million social media impressions and over 700 million earned media impressions.

Gap · 1969 Pico de Gap

Never underestimate the power of taco trucks to change the world — or at least the minds of fickle, fashionable millennials.

Gap approached us to help them drive consideration and trial of the 1969 denim line among millennials and trendsetting consumers heading into the key Fall fashion season. Our target audience had a preconceived notion of Gap’s design sensibility. We needed to intercept them at their local summer hang-outs in an unexpected, culturally relevant way that would challenge perceptions in a uniquely Gap 1969 way. 

We rolled out Pico de Gap, a fusion of food and fashion in the form of  vintage-inspired taco trucks that operated in key markets over three months. The program plugged Gap into the food truck craze and celebrated the brand’s newly established denim design studios in Los Angeles. For $1.69, a consumer could purchase two tacos and a beverage, accompanied by an in-store offer. Menus were created by up-and-coming chefs in deals negotiated by the agency. Additionally, PR opportunities were leveraged in every market — Extra, Good Day LA, celebrity photos, TV appearances and tweets.

Bare Escentuals

Our Rethink the Quickie Tour for beauty brand Bare Escentuals brought fast, fun and free “makeunders” to busy women across America.

To help reach their target audience — the efficient, on-the-go woman — and drive sales, awareness and boutique visits, we designed a 45-city, 28-week mobile tour. Traveling in a fleet of hot pink vans that transformed into mobile beauty salons, the tour required nothing less than military precision while planning the campaign: the skills of a rock-n-roll roadie, the design smarts of a hip decorator, the buzz of a beehive of influencers, and, most essentially, the expertise of a small army of professional makeup artists and brand ambassadors that were able to impart the Bare Escentuals brand essence on our target audience. 

The program, with 261 tour days in 33 different states, completed over 40,000 personal makeovers, captured 17,500 new emails, distributed 600,000 coupons and 350,000 samples, and earned over 40 million media and social impressions.