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TikTok campaign breaks records

e.l.f. celebrates self-expression and individuality with beauty products for every #eyeslipsface through the most viral organic TikTok campaign ever created.

Taking creative self expression beyond beauty, DC’s curation of TikTok influencers helped e.l.f. launch the most viral organic ad campaign ever created on the platform, breaking records for views and user generated content.

Our in-house team strategically tapped a diverse range of TikTok influencers to help the brand target drive awareness and consideration among new consumers especially Gen Z.

Collaborating with partner agencies and the e.l.f. team, we were able to create a campaign that became the fastest TikTok campaign to reach 1 billion views, garnering 7 billion views total.

5 million user generated videos were created, including from celebrities like Ellen, Lizzo, and Reese Witherspoon, who joined in of their own accord.

The #eyeslipsface campaign was the first-ever ad to hold the #1 trend spot on TikTok. The original song hit #4 on Spotify’s Global Viral charts and was added to 300,000 Spotify playlists.
Media coverage included Vogue, Rolling Stone, Bustle, BuzzFeed, Vox, Adweek and Forbes.

As the original campaign anthem song’s popularity soared, the brand created a full length track and produced a music video to celebrate its success and satisfy the demands of fans.

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A half gallon of Horizon Organic whole milk sits on a living room coffee table next to a half-full glass of milk and a few children’s alphabet blocks. The campaign line, “this milk means business” is the headline, below the Horizon Organic logo. Behind the type we see a child’s feet; she’s standing on the table.

Horizon Organic did not come to play.

In DC’s new campaign the organic dairy trailblazer takes nutrition as seriously as kids navigating a floor covered in make believe lava. That is to say: very, very seriously.
a small plate of orange chicken sit in the lower half of the frame, next to a box of InnovAsian brand Orange Chicken. Above it, there is a square wooden plate with an adorable, smiling food-art dog made out of orange slides and black olives.

InnovAsian finds balance, and big results.

A blend of content creators and traditional photoshoots was the perfect recipe to increase InnovAsian’s engagement on social – without breaking the budget.
Tattooed Chef Plant Based Pepperoni Pizza on top of vintage record player, hand is reaching for a slice of pizza from the left side. Copy in all caps large white letters reads: Farm to Whatever You Call A Table. Tattooed Chef logo, including illustration of a chef with red beanie, chef apron and tattooed arms that are crossed.

Plant-based partnership

After a competitive review, DC “inked” a deal to become social and digital AOR for Tattooed Chef, one of the country’s fastest growing plant-based food brands.
Two smiling people wearing makeup with long ponytails and matching tan tank tops holding eyebrow makeup products from e.l.f. The e.l.f. logo appears in the left corner and the words "brow besties, irl" are in the center on a white background.

Brow besties, IRL

To re-energize their brow line, e.l.f. rolled out a digital campaign with real-life besties and beauty influencers Roxette Arisa and Yesenia Hipolito, and celebrated with a fabulous dinner produced by DC.
Group photo of 16 people sitting in front of a mural of faces, painted underneath plants that resemble hair. The people in the photo are all smiling and having a great time.

Beautyscape in the Bahamas

Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.

CBS x Alfred Coffee · Emmy Awards

DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.

Gap · Dress Normal

Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
Nabela Noor poses with her e.l.f. Lipstick as if she is applying it. She's dressed in all pink with gold accessories and full on hair and make-up glam. In the background is greenery with the same gold accents.

Nabela Noor for e.l.f.

DCLA created a can’t-miss launch event for Bangladeshi-American sensation Nabela Noor’s collaboration with e.l.f. Cosmetics.
A diverse group of young adults pose and smile in front of the universal studios lifesize logo in Orlando, Florida.

Universal Orlando

Universal Orlando leveraged DCX’s stable of influencers to reach the difficult-to-reach teen and tween audience — and succeeded 40 million times over.
female presenting person wearing teal shirt and white e.l.f. branded face mask, holding orange pumpkin while sitting inside pop-up vehicle with purple sparkly wall behind her with the words "eyes lips face" in white.

e.l.f. 2020 Halloween activation

Duncan Channon’s LA team kept the halloween spirit alive by bringing a spooky holiday pop-up straight to beauty influencers’ homes.

Beautyscape influencers launch e.l.f. collection

It’s a beautiful day at DCLA with the launch of the e.l.f. Cosmetics Retro Paradise collection — the new collection from e.l.f.’s Beautyscape winners Alissa Holmes, Diana Curmei, Elicia Aragon, Jessa Green and Valeria Loren.
Female presenting influencer posing for the camera in a sleek white blazer and leather black pants. She is confident and raises her hand to perfect her long brown hair that is styled in a middle part and she's wearing make-up that accentuates her strong features. She's in front of a mirror with a table with SGX NYC products.

SGX NYC · #hairgoals

SGX NYC wanted to increase awareness around winning two Allure Best of Beauty Awards and reinforce the brand’s positioning with cost-conscious consumers looking for premium products. We hit the bullseye with three well-known #hairgoals influencers.

Birds eye view over a male presenting young adult on the fire escape playing a guitar. Next to him is a notepad and pen and lush green plants creep into the frame. He appears relaxed as he plays his guitar.

Citi · Citigrammers

Citi wanted to increase awareness and favorability on social media, particularly within the music and dining categories. We assembled a team of influential visual artists to create the sort of shareable content the brand couldn't.
Diverse group of individuals and posing for the camera during the Coachella Music Festival. They are all self expressive through their make-up and fashion choices. Their individuality shines through as they each pose in their own unique way.

e.l.f. Cosmetics · Coachella

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.
Female presenting person with blonde hair and beige shirt poses for the camera on her couch holding a black cat with yellow eyes. She is smiling and the cat appears calm and happy in her arms.

e.l.f. Cosmetics · Cruelty-free

To promote e.l.f. as a vegan brand, we tapped five beauty influencers known for their animal activism. Incredible images were created, important causes were supported and sales were spiked.
A female presenting individual poses in front of a printed background of giant e.l.f lipsticks. She is wearing black denim jeans, boots, a black top and a camo jacket.

e.l.f. Cosmetics · Christian Siriano

Designer Christian Siriano has been leading the charge for diversity in the world of A-list fashion. So who better to partner with a cosmetics brand that also celebrates beauty in all its forms?
A woman in a floral dress and long curly hair poses in front of a wall of greenery and white flowers. She has a huge smile on her face.

Charlotte Russe · #CTGIRLSQUAD

Through targeted organic and paid social along with in-store announcements, we assembled the ultimate squad to help launch Charlotte Russe’s “New Beautiful” brand platform.
A woman walks into a small light filled living room with a beverage in her hand. The room is quaint with lots of windows inviting the lush green plants to take up space in the frame. There is a beige couch with a salmon pillow and on the floor is a patterned light green rug.

Citi · ThankYou® Premier Card

Citibank asked us to create social content touting the many travel benefits of their redefined Premier card. And half a million YouTube views later, awareness was up nearly 20%.
A hallway in a black room with neon lights leads to a neon e.l.f. sign. The vibrant colors light up the frame and the distinct shades of purples, yellows, greens and pinks reflect on the black laminate flooring. Lips, a lightning bolt, eye and spaceship are other neon lights in different colors that surround the centered e.l.f. Logo.

Jkissa collab with e.l.f.

Known for embracing true individuality, DCLA identified Jkissa as the ideal person for e.l.f.’s next big cosmetics collaboration.

Citibank · Double Cash

Citibank wanted to jump awareness of their new Double Cash credit card. So we enlisted the help of YouTube superstar devinsupertramp.

Pottery Barn

DCLA enlisted three influential NYC photographers to shoot Pottery Barn pieces and bring some 212 cred to the launch of the brand’s new flagship.

Lagos Fine Jewelry

For the launch of Smart Caviar, the first fine-jewelry bracelet for the Apple Watch, Lagos wanted to reach a wide range of luxury consumers and highlight the versatility of the bracelet.

Nintendo

We had Nintendo send 50 consoles to creators we selected for their talent and love of gaming. They, in turn, made 50 movies about the Wii U and self-published and championed across Facebook, Twitter and Instagram.

Contact Us

New business

NOËL JOHNSON
Dir of marketing and client engagement
njohnson@duncanchannon.com
415 306 9237

 

Press

ADRIENNE SCORDATO
Director of media relations
press@duncanchannon.com

 

Jobs, creative

TINA MONTEMAYOR
Dir of creative talent acquisition + equity
tmontemayor@duncanchannon.com
415 306 9282

 

Jobs, general

ALLISON BART
Director of people
abart@duncanchannon.com
415 306 9203