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.
Work + News
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.
Covered CA on Adweek’s cover
DC is thrilled to announce that we were awarded the five-year, $400-million Covered CA account. We are resolute in helping at this crucial time when more Californians need coverage than ever.
“They can’t take your ballot”
At a time of unprecedented voter suppression, the mission of Vote From Home 2020 is more essential than ever. Our new “Suppress This” campaign helps them get ballots into the hands of disenfranchised voters of color. You can help, too.
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.
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.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
Nicotine = Brain Poison = Clio
Our work for CTCP has awakened parents to the teen vaping epidemic and won a slew of awards in the process (not nearly as important, but nice). The latest is that most venerable of ad accolades: the Clio.
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.
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.
Million-dollar talent from Upwork
To support COVID-19 projects, Upwork is donating a million dollars of time from their network of independent professionals. And who better to tell us about it than the pros themselves?
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.
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.