E.L.F.'S CROWD-SOURCED TIKTOK FILM

Continuing e.l.f.’s series of “firsts” on TikTok, we created the first-ever movie crowd-sourced on TikTok!

The campaign helped e.l.f. garner 3 billion press impressions over the holiday season and brought a new way for e.l.f. to co-create with its superfans. 🤩 Together, we made movie history!

BRAND CHALLENGE

e.l.f. seeks and invents ways to engage its fans, keeping it on the cutting edge of culture…and making headlines along the way.

e.l.f. challenged Movers+Shakers to devise a new campaign format that would deepen the brand’s connection with its consumers, and earn press coverage.

CREATIVE SOLUTION

Over the prior years, e.l.f. had become an entertainment powerhouse. We had gotten the brand and its original music to the top of the Spotify charts AND the Billboard charts.

So we decided to move e.l.f. into a new entertainment frontier — movies! Of course, we did it in a format that would be native to e.l.f.’s Gen Z and Millennial consumers: TikTok.

Tapping into the TikTok community’s love of co-creation, we made a film that wasn’t only FOR e.l.f.’s community, it was created BY the community. We invited fans to “audition” to be in the film by duetting their favorite influencers. Lucky winners were edited into a three-part, TikTok native film, which debuted on the brand’s TikTok page.

The film’s plotline played like a “2021 trend recap,” playing off of the top TikTok trends from the prior 12 months. Fans and the press loved it, the campaign helped e.l.f. garner 3 billion press impressions.

“Big Mood, Big e.l.f.ing City” is more than just a snack .. it is the LAST SUPPER!!

GRAB SOME POPCORN WITH THE E.L.F.Z

Check out some of the videos that supported the launch and part 1 of Big Mood, Big e.l.f.ing City!

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