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Library/Campaign/It's an e.l.f.ing Glow Storm
Grade B21 sourcesHIS-00579

It's an e.l.f.ing Glow Storm

Campaign · 2022 · Notable

45Editable slideCertificate

A paid weather parody promoted a restock; its agency reported 10M first-week views.

Original · Meghan Trainor for e.l.f. Cosmetics
Clip · @elfyeah on TikTok
Clip · @elfyeah on TikTok
Clip · @elfyeah on TikTok
A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner
@meghantrainor on TikTok
A Special Radiance Report with @Meghan Trainor: it’s an e.l.f.ing glow storm! ✨ Prepare for gusts of holiday Halo Glow heading straight for a cheekbone, nose bridge… basically every eye, lip and…
@elfyeah on TikTok
e.l.f. Cosmetics, Meghan Trainor, The Weather Channel Forecast an e.l.f.ing Glow Storm
Adweek
The top 5 celebrity brand collabs you need to know about right now | E.L.F. BEAUTY
e.l.f. Beauty / LinkedIn
@meghantrainor with the glowcast: no matter how the weather influences your beauty routine (thanks @weatherchannel), it’s looking like 100% chance of GLOW ✨ When’s the last time you had a glow day?…
@elfyeah on TikTok
e.l.f. Beauty Inc.
The Weather Company (campaign media partner)
Elf teams with The Weather Channel and Meghan Trainor for 'Glow Storm' holiday campaign
Glossy
E.l.f.'s Glow Plow Is Handing Out Free Holiday Goodies On Dec. 14 — Here's Where
Elite Daily
TikTok’s Favorite Highlighter Has Finally Been Restocked
Nylon
e.l.f.'s Engaging Content: An Inside Look at Strategies and Impact
PRNEWS

Spread Score

How it works
Reach65Contagion35Breadth10Velocity65LongevityNo data yet45

Numbers

Agency-reported earned media impressions, lower bound
5B
Self-reported · SHADOW and e.l.f. Cosmetics / Shorty Awards entry
Peak date
Week of Dec 14, 2022
Dec 8 ’22 to Week of Dec 14, 2022
Platforms
4
Started on TikTok
Origin
Paid
Beauty & personal care

Mechanics

  • Celebrity amplifier
  • PairingPrimary
  • Scarcity drop
  • Visible in use
  • Real-world spectacle

How it spread

Trace the origin

e.l.f. hired Meghan Trainor to announce a Halo Glow restock as a weather report. Paid app ads, outdoor screens and a New York giveaway accompanied TikTok posts and press coverage. The agency reported over 10 million first-week video views.

Dates use the stated precision; chart positions are date anchors.

Dec ’22Jan ’23MarMayJulSepNovJan ’24FebTikTokOpen webPressRetail
TikTokOpen webPressRetail

11 more events on this chart

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Timeline (14)

  1. December 2022

    @meghantrainor seed · Dec 8 ’22

    Trainor posted the paid radiance report at 13:31:30 UTC with #elfpartner.[1][2][3]

    A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner
    15M followersOpen the first post ↗

  2. @elfyeah owner response · Dec 8 ’22

    e.l.f. posted three paid radiance-report episodes throughout the launch day.[4][5][6][2]

    A Special Radiance Report with @Meghan Trainor: it’s an e.l.f.ing glow storm! ✨ Prepare for gusts of holiday Halo Glow heading straight for a cheekbone, nose bridge… basically every eye, lip and…

  3. e.l.f. Cosmetics commercial · Dec 8 ’22

    e.l.f. restocked Halo Glow Liquid Filter and offered a $36 Glow Bundle.[7][8]

Origin
Paid
Sector
Beauty & personal care
Region
US
Agency-reported earned media impressions, lower bound
5B
Self-reported · SHADOW and e.l.f. Cosmetics / Shorty Awards entry
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Dec ’22Jan ’23MarMayJulSepNovJan ’24FebTikTokOpen webPressRetail
TikTokOpen webPressRetail

11 more events on this chart

Join free to see them

  1. December 2022

    @meghantrainor seed · Dec 8 ’22

    Trainor posted the paid radiance report at 13:31:30 UTC with #elfpartner.[1][2][3]

    A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner
    15M followersOpen the first post ↗

  2. @elfyeah owner response · Dec 8 ’22

    e.l.f. posted three paid radiance-report episodes throughout the launch day.[4][5][6][2]

    A Special Radiance Report with @Meghan Trainor: it’s an e.l.f.ing glow storm! ✨ Prepare for gusts of holiday Halo Glow heading straight for a cheekbone, nose bridge… basically every eye, lip and…

  3. e.l.f. Cosmetics commercial · Dec 8 ’22

    e.l.f. restocked Halo Glow Liquid Filter and offered a $36 Glow Bundle.[7][8]

  1. press · Dec 8 ’22

  2. press · Dec 8 ’22

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Why it worked

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