“Our community catapulted Power Grip to stardom,” Marchisotto said. “It became one of TikTok’s most viral products, with nearly 70 million organic views.”
But that raised a question. “We've already taken over all the digital airwaves,” Marchisotto said. “How do we open the aperture and make this even bigger?”
More broadly for the brand, while e.l.f. has climbed over the years to rank fourth in awareness among U.S. cosmetics brands, it’s well behind the top three, she said, and the Super Bowl provides an opportunity to bump up awareness in a hurry.
E.l.f., which sells direct to consumers as well as through mass channels, Ulta and Old Navy, has about 14 million consumers, she said. Just the nine local markets in the linear Super Bowl buy should reach 13.5 million, she said.
Ideally, that will include a lot of potential customers e.l.f. hasn’t previously reached with digital, social and CTV. Just as big legacy brands have used those media to reach audiences they can no longer get on digital and social platforms, e.l.f. is moving the other direction for similar reasons.
“We are always building everything we do on insight,” Marchisotto said. “None of it’s an accident. We didn’t enter TikTok by accident. We entered because people were knocking at our door inviting us into the conversation there. We had 3.5 million hashtags with our name before we even stepped in the front door.”