The e.l.f. Cosmetics “#eyeslipsface” Challenge is one of the most successful and viral marketing campaigns on TikTok. Launched in October 2019, the campaign encouraged users to create videos using the hashtag #eyeslipsface, set to a catchy original song.
Here are some key highlights:
- Massive Engagement: The campaign generated over 7 billion views and 5 million user-generated videos1. It became the most viral campaign in TikTok US history at the time.
- Celebrity Participation: The challenge attracted organic participation from celebrities like Ellen DeGeneres, Lizzo, Reese Witherspoon, Jessica Alba, Kevin Hart, and Terry Crews. Their involvement helped amplify the campaign’s reach and visibility.
- Creative Content: Users were encouraged to showcase their creativity by making fun and engaging videos featuring their eyes, lips, and face. The simplicity and flexibility of the challenge allowed for a wide range of interpretations, making it accessible and appealing to a broad audience.
- Brand Awareness: The campaign significantly boosted e.l.f. Cosmetics’ brand awareness and engagement on social media. It demonstrated the power of leveraging user-generated content and the viral nature of TikTok to create a successful marketing campaign.
- Marketing Playbook: The success of the #eyeslipsface challenge set a precedent for other brands on TikTok, creating a marketing playbook that many have since followed.
