In order to engage Gen Z in an authentic and disruptive way, e.l.f. Cosmetics entered TikTok in October 2019, a time when few brands had touched the platform. Most people didn't know e.l.f. is an acronym for “eyes. lips. face.” So we set the goal of getting ALL of TikTok dancing to “eyes, lips and face.” To do so, we decided to be the first brand to ever create an original song for a TikTok challenge (going against the common wisdom of the time) -- and sought to write a brand anthem that Gen Z would LOVE to dance to.

e.l.f.’s #eyeslipsface TikTok challenge became the most viral campaign in TikTok US history, attracting 5 million user-generated videos, totaling 7 billion views. It became a true pop culture moment, attracting organic celebrity participation from Ellen, Lizzo, Reese Witherspoon, Jessica Alba, Kevin Hart, Terry Crews, and more.

The original song became a viral sensation, hitting #4 on Spotify's global viral chart. DJs played it in the clubs; stadiums played it to energize crowds. Given this momentum, e.l.f. partnered with Republic Records (home to Drake & Taylor Swift) to release the official “eyes. lips. face.” music video on Vevo and YouTube, which passed 2 million views in the first few weeks. Earned media spanned Rolling Stone to Vox, netting 1.5 billion impressions.

e.l.f.’s campaign became the standard playbook for other brands seeking their own virality. We didn’t just create a marketing campaign, we created a movement.