How e.l.f. Beauty’s Super Bowl spot with Jennifer Coolidge boosted the brand

Popular for its low prices and trendy items, e.l.f. Beauty had primarily focused on digital marketing channels—until the cosmetics brand jumped into the Super Bowl fray with a regional ad earlier this year. Co-written by Mike White of “White Lotus” fame, the spot starred Jennifer Coolidge—who was also on “White Lotus”—trying out e.l.f.’s Power Grip Primer. The campaign was e.l.f.’s most successful, according to Laurie Lam, chief brand officer, speaking on the latest episode of the Marketer’s Brief podcast, who said it generated over 50 billion impressions. Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Stitcher. This is our RSS feed. Tell a friend! “We got a lot of new consumers and we were able to open the aperture of what who we thought our consumer was, who our base consumer was by doing that with the success of that campaign,” she said. Lam said the commercial took about three weeks to put together, a far cry from the traditional 12 months that other Super Bowl ads require and an example of the speedy nature of the brand’s marketing. “The marketing engine at e.l.f., it doesn't stop because our disruptive spirit is in our bones,” said Lam noting that fans should stay tuned when it comes to the brand’s future TV strategy. On the podcast, she also discusses how e.l.f., which has fewer than 300 employees, remains nimble and acts like a startup despite its 19 years of age. The brand is an early adopter of digital platforms such as BeReal and gaming. Ad Age Breakout Brand Leaders New award honors the people behind emerging brands Enter here

How e.l.f. Beauty’s Super Bowl spot with Jennifer Coolidge boosted the brand

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