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Library/Campaign/e.l.f. eyes.lips.face.sticky.
Grade B20 sourcesHIS-00578

e.l.f. eyes.lips.face.sticky.

Campaign · 2023 · Notable

44Editable slideCertificate

Jennifer Coolidge’s paid primer ad tripled site traffic, e.l.f. reported.

Original · e.l.f. Cosmetics
eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023
e.l.f. Cosmetics on YouTube
Power Grip Primer in the regular-size pump tube featured in the campaign
e.l.f. Cosmetics
Super Bowl Commercials, From Adam Driver(s) to M&M Candies; the Hits and the Misses | KQED
NPR / KQED
e.l.f. Beauty Halftime Campaign Earns Massive Impressions
Tinuiti
e.l.f. Cosmetics and Jennifer Coolidge Partner - Again! - for Limited-Edition "Dirty Pillows" Lip Collection and Campaign, Launching September 26th
e.l.f. Cosmetics / CNW
Eyes.Lips.Face.Sticky. | SHADOW
SHADOW
Jennifer Coolidge wins the Big Game in e.l.f. Cosmetics' First-Ever Commercial starring Power Grip Primer
The Hollywood Reporter
Melissa McCarthy Learns to Roll Her Rs in e.l.f's Super Bowl 60 Ad
Adweek
From Jennifer Coolidge for E.l.f. to Fenty, beauty taps into Super Bowl marketing
Glossy
Jennifer Coolidge’s New Beauty Collab Has The Best (And Horniest) Shade Names
NYLON

Spread Score

How it works
Reach75Contagion35Breadth40Velocity0LongevityNo data yet44

Numbers

Campaign impressions reported by the media agency
57B
As of May 25, 2023 · Self-reported · Tinuiti
Seed to peak
1 day
Feb 12 ’23 to Feb 13 ’23
Platforms
6
Started on TV
Origin
Paid
Beauty & personal care

Mechanics

  • NewsjackingPrimary
  • Transgression
  • Platform jump
  • Visible in use
  • Scarcity drop

How it spread

Trace the origin

e.l.f. teased a Coolidge primer ad, then aired it regionally during the Super Bowl. A Reddit thread and press coverage followed. The brand reported tripled site traffic, extended its paid TV rollout and turned the campaign into merchandise and a lip kit.

Google searchesJan ’23FebMarAprMayJunAugOctNovDecPeakOpen webTVPressRedditRetailYouTube
Open webTVPressRedditRetailYouTube

12 more events on this chart

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Timeline (15)

  1. February 2023

    e.l.f. Cosmetics precursor · Feb 9 ’23

    e.l.f. released a teaser featuring Jennifer Coolidge and announced its first television commercial.[1][2]

    From Jennifer Coolidge for E.l.f. to Fenty, beauty taps into Super Bowl marketing
    Open the first post ↗

  2. e.l.f. Cosmetics seed · Feb 12 ’23

    The full commercial debuted during the Super Bowl, with Coolidge getting stuck to objects after applying primer.[4][1][5]

    eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023

  3. NPR / MediaPost peak · Feb 13 ’23

    Launch-week coverage included NPR’s critique and Lam’s reported website traffic increase.[6][7]

    Super Bowl Commercials, From Adam Driver(s) to M&M Candies; the Hits and the Misses | KQED
Origin
Paid
Sector
Beauty & personal care
Region
US
Campaign impressions reported by the media agency
57B
As of May 25, 2023 · Self-reported · Tinuiti
Evidence
Grade B

Spread the same way

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YouTube · 2024

53
In e.l.f we Trust | e.l.f Cosmetics Game Day Commercial 2024

105B impressions

Heineken: The Boring Phone

YouTube · 2024

53
Heineken | The Boring Phone - HD Camera

8.9B impressions

The Unburnable Book

YouTube · 2022

50
The Unburnable Book: Margaret Atwood’s THE HANDMAID'S TALE

12B impressions

Pete Davidson, Official Boyfriend of Reformation

Instagram · 2025

48
Reformation on Instagram: "Pete Davidson, Official Boyfriend of Reformation. Written and directed by @_matthew_frost_"

11B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’23FebMarAprMayJunAugOctNovDecPeakOpen webTVPressRedditRetailYouTube
Open webTVPressRedditRetailYouTube

12 more events on this chart

Join free to see them

  1. February 2023

    e.l.f. Cosmetics precursor · Feb 9 ’23

    e.l.f. released a teaser featuring Jennifer Coolidge and announced its first television commercial.[1][2]

    From Jennifer Coolidge for E.l.f. to Fenty, beauty taps into Super Bowl marketing
    Open the first post ↗

  2. e.l.f. Cosmetics seed · Feb 12 ’23

    The full commercial debuted during the Super Bowl, with Coolidge getting stuck to objects after applying primer.[4][1][5]

    eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023

  3. NPR / MediaPost peak · Feb 13 ’23

    Launch-week coverage included NPR’s critique and Lam’s reported website traffic increase.[6][7]

    Super Bowl Commercials, From Adam Driver(s) to M&M Candies; the Hits and the Misses | KQED

  1. platform jump · Feb 13 ’23

  2. backlash · Feb 13 ’23

Join free to see the other 12 events and the full chart. Free, on every case.

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Why it worked

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