# e.l.f. So Many Dicks

> A boardroom diversity campaign drew 2.3 billion media impressions, its agency claimed.

- Owner: e.l.f. Beauty
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2024-05-13
- Peak date: 2025-01-25
- Spread Score: 38 (Niche, provisional), v1.2
- Mechanics: Transgression, Platform jump, Press loop, Controversy, Pairing

## Summary

e.l.f. and Oberland launched paid Wall Street ads comparing men named Dick with underrepresented board members. Marketers shared the campaign, Instagram users reacted, and press revisited its spread. Oberland claimed 2.3 billion media impressions.

## Timeline

- 2024-05-02 — e.l.f. Beauty (Open web) — e.l.f. released Serving Facts with Billie Jean King as an earlier chapter of Change the Board Game.
- 2024-05-13 — e.l.f. Beauty / Oberland (Open web) — e.l.f. placed So Many Dicks ads around Wall Street, including Fulton Street Station and the Oculus.
- 2024-05-13 — Marketing Dive / Adweek (Press) — Marketing Dive and Adweek covered the boardroom diversity campaign on launch day.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/elf-so-many-dicks

Cite as: How It Spread (2026). “e.l.f. So Many Dicks.” Case HIS-00863. Spread Score v1.2: 38/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00863