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.