The Creators of e.l.f. Cosmetics’ Viral Campaign Discuss Finding Success on TikTok

The makeup brand's CMO, the platform's exec and a content producer share tips

Dancer and creator Michael Le, TikTok's Katie Puris and e.l.f. Cosmetics' Kory Marchisotto shared insights on the makeup brand's viral campaign. #AdweekatHome, TikTok, e.l.f.

Key insight:

Last October, e.l.f. Cosmetics launched its first TikTok campaign as part of a rebranding effort and as a new way to reach its Gen Z audience. The brand worked with agency Movers+Shakers to create an original 15-second song—a first for a brand on the app, according to TikTok.

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.