In the run-up to the holiday season of 2022, #1 Gen Z beauty brand, e.l.f. Cosmetics tasked us with creating a 360° digital-first campaign that would market the brand’s collection of holiday glow products - particularly its mega-viral sellout product, Halo Glow Liquid Filter, which was being restocked after accumulating a 75,000 person waitlist.

Powered by a singular insight, that “8 out of 10 women change their beauty routines with the weather” we partnered with the original authority in weather, The Weather Channel, and GRAMMY® Award-winning singer, songwriter and multi-instrumentalist, Meghan Trainor, to break the news of an *e.l.f.ing glow storm* that would soon engulf the nation.

We ideated and executed the campaign from start-to-finish in two weeks, including talent casting, creative direction, scripting, content production, motion design, social strategy, PR strategy, paid media integrations spanning social, digital, and OOH, and two days of an IRL guerilla stunt.

Our mock weather report, anchored by artist and TikTok phenom, Meghan Trainer, and executed in partnership with The Weather Channel, was a satirical spoof designed to lean into Meghan’s comedic talents and assign gale force significance to the much-anticipated Halo Glow restock. Our glambot meteorologist put viewers on Official Storm Swatch with her “Special Radiance Report.” The content was pulsed out and followed-up with an experiential stunt in NYC where 20 editors and over 1000 consumers throughout the boroughs were treated to surprise deliveries from an iridescent Glow Plow and Beauty Doppler Glow Storm Truck.

The idea and subsequent campaign were powered by a singular insight from The Weather Channel: 8 out of 10 women change their beauty routines with the weather. We set out to let the masses know: no matter the weather, there's always a 100% chance of glow, thanks to e.l.f.’s Halo Glow Liquid Filter.

To break through the holiday noise and position our product as a must-have gift guide essential, we needed to make our message memorable. The Radiance Report was born: Prepare for extreme iridescence and gale force shimmer, because Halo Glow is restocked and all of e.l.f.’s Holiday glow products are now available.

We leaned into the legacy of the Weather Channel to showcase e.l.f.’s creative POV and attract readers outside of the beauty world. As expected, this unusual collab became a focal point for business and trade media.

By tapping into the legacy of The Weather Channel’s brand, while also playing into Meghan Trainor's comedic and social brilliance, the campaign appealed broadly, resonating with outlets and editors that wouldn’t normally show interest in e.l.f. news.

To appeal to ecommerce media, e.l.f. created a five-day e.l.f. Cosmetics Glow Bundle ($36) which was released when the campaign launched.

Within two weeks we contracted Meghan Trainor, shot the campaign with her in LA, and released the glowcast teaser on her TikTok.

Throughout the morning of December 8, e.l.f. released the radiance report in episodes, keeping viewers tuned in for what was to come. The full glowcast was also available on YouTube.

We created custom “Glowcast Bundles” and an “all-over-glow” shopping page so users could shop all the products in the glow storm and achieve 100% chance of glow.

We leveraged an integrated media buy with The Weather Channel to create dynamic marquee creative within The Weather Channel app that changed with the weather. The media strategy also included Digital Out of Home placements across the country with dynamic creative.

Scale

Meghan Trainor’s TikTok has 17M Followers

e.l.f.’s TikTok has 831K Followers, IG has 6.3M Followers, and YouTube has 113K Subscribers

Meghan’s TikTok Post Resulted In:

- Reach - 16.6M views

- Engagement - 372.7K Likes, 1659 Comments, Eng. Rate 2%