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Library/Campaign/e.l.f. So Many Dicks
Grade B20 sourcesHIS-00863

e.l.f. So Many Dicks

Campaign · 2024 · Niche

38Editable slideCertificate

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

Clip · e.l.f. Cosmetics on YouTube
Official So Many Dicks campaign artwork with a grid of male portraits.
e.l.f. Beauty / Oberland
e.l.f. Beauty x OBERLAND Takeover Wall Street with “So Many Dicks” for Diversity and Inclusivity — Welcome to OBERLAND
Oberland
e.l.f. Beauty Calls for Diversity in Boardrooms With 'So Many Dicks' Campaign
Adweek
e.l.f. Beauty | So Many Dicks
The One Club / e.l.f. and Oberland entrant account
Diversity, Data & Dicks
Advertising Week
Brands Making a Splash: e.l.f. Cosmetics
Stagwell Marketing Cloud / QuestBrand
e.l.f.'s Beauty's Change The Board Game Campaign
e.l.f. Cosmetics on YouTube
Small agencies deserve credit, right? Plus, upfront mania
Ad Age on LinkedIn
PR Roundup: KC Kicker Misses, So Many Dicks, Oreo Dominance
PRNEWS
People sitting around a table in a boardroom
The Business of Fashion
Behind E.l.f. Beauty’s Data-Driven Campaign To Call Out Gender Imbalance In Boardrooms | AdExchanger
AdExchanger

Spread Score

How it works
Reach65Contagion35Breadth30Velocity0LongevityNo data yet38

Numbers

Two-week organic media impressions claimed in The Drum awards account
5B
As of Jun 11, 2025 · Self-reported · The Drum / campaign awards account
Seed to peak
8 months
May 13 ’24 to Jan 25 ’25
Platforms
4
Started on Open web
Origin
Mixed
Beauty & personal care

Mechanics

  • TransgressionPrimary
  • Platform jump
  • Press loop
  • Controversy
  • Pairing

How it spread

Trace the origin

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.

Google searchesApr ’24JunSepNovFeb ’25AprJunAugOctDecPeakOpen webPressGroup chatsInstagram
Open webPressGroup chatsInstagram

11 more events on this chart

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Timeline (14)

  1. May 2024

    e.l.f. Beauty precursor · May 2 ’24

    e.l.f. released Serving Facts with Billie Jean King as an earlier chapter of Change the Board Game.[1]

    Open the first post ↗

  2. e.l.f. Beauty / Oberland seed · May 13 ’24

    e.l.f. placed So Many Dicks ads around Wall Street, including Fulton Street Station and the Oculus.[2][3]

    e.l.f. Beauty x OBERLAND Takeover Wall Street with “So Many Dicks” for Diversity and Inclusivity — Welcome to OBERLAND

  3. Marketing Dive / Adweek press · May 13 ’24

    Marketing Dive and Adweek covered the boardroom diversity campaign on launch day.[4][5]

    e.l.f. Beauty Calls for Diversity in Boardrooms With 'So Many Dicks' Campaign
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 source · Added 3 numbers
  2. 2026-10-15Added: 14 events, 19 sources · Score 38
Origin
Mixed
Sector
Beauty & personal care
Region
US
Two-week organic media impressions claimed in The Drum awards account
5B
As of Jun 11, 2025 · Self-reported · The Drum / campaign awards account
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesApr ’24JunSepNovFeb ’25AprJunAugOctDecPeakOpen webPressGroup chatsInstagram
Open webPressGroup chatsInstagram

11 more events on this chart

Join free to see them

  1. May 2024

    e.l.f. Beauty precursor · May 2 ’24

    e.l.f. released Serving Facts with Billie Jean King as an earlier chapter of Change the Board Game.[1]

    Open the first post ↗

  2. e.l.f. Beauty / Oberland seed · May 13 ’24

    e.l.f. placed So Many Dicks ads around Wall Street, including Fulton Street Station and the Oculus.[2][3]

    e.l.f. Beauty x OBERLAND Takeover Wall Street with “So Many Dicks” for Diversity and Inclusivity — Welcome to OBERLAND

  3. Marketing Dive / Adweek press · May 13 ’24

    Marketing Dive and Adweek covered the boardroom diversity campaign on launch day.[4][5]

    e.l.f. Beauty Calls for Diversity in Boardrooms With 'So Many Dicks' Campaign

  1. platform jump · May 13 ’24

  2. platform jump · May 16 ’24

Join free to see the other 11 events and the full chart. Free, on every case.

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Why it worked

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