How to garner $13.8 billion worth of Media impressions in 48 hours?
Ritesh Mohan
I help retailers to scale their business by 4X by leveraging sales data insights, retail ops & marketing strategies.??Retail Sales growth hacker, ??Franchise expert, International Business,Digital, Retail leasing & BD
In November, E.l.f. Beauty reported a?net sales growth of 76% year-over-year, marking the brand’s 19th consecutive quarter of growth.
Elf Beauty was aired in Super Bowl ads as well but recently one of their branded content garnered
?$13.8 billion media impressions in 48 hours!!!
Yes, do you want to know how they did it?
The answer is “Using the celebrity endorsement strategically”.
They hired a celebrity Jennifer Coolidge and gave her the freedom to create a new line of lipsticks for Elf Beauty.
During the shoot, Coolidge mused that, if allowed to name lipstick shades, she would call them “Swollen” and “Dirty Pillows.”
Taking the cue Elf Beauty, decided to make a luxe, four-piece kit featuring products in the two shades and sold it for an affordable price of $25.
Result:
Elf Beauty made a series of branded content with Jennifer herself.
It raised $13.8 billion in media impressions in 48 hours, the brand’s highest-ever for a product collaboration. Also, the product was sold out in two hours.?
Watch the video here.
learning:
With the advent of social media and digital marketing, it has become much easier for brands to reach their target audience across the globe in the shortest period.
The secret recipe for going viral :
Collaboration with fashionista/celebrity and offer “Value” to the customers both in terms of product and pricing.
?I would like to thank all my newsletter subscribers for making me reach a small milestone of 5000 subscribers of my newsletter - Retail Insights.
?Wishing all my friends and connections, A very Happy New Year 2024. Stay connected folks.
Reach out to me in case you want to discuss growth hacks. Email me at [email protected] for a #coffee #catchup.
Marketing Manager | Data Driven | Performance & Retention | Growth Hacking | Social Media & Influencers Strategist | Data Tracking & Analysis | Marcom | E-commerce | App Marketing
1 年great insights Ritesh Mohan retailritesh
I help retailers to scale their business by 4X by leveraging sales data insights, retail ops & marketing strategies.??Retail Sales growth hacker, ??Franchise expert, International Business,Digital, Retail leasing & BD
1 年Thanks everyone ??
Director at Scent Global
1 年Great Article outstanding value well done Mohan ??????????????
Transforming Spaces & Elevating Brands with Expert Commercial Interior Design for Retail, Offices, F&B, & Custom Kiosks | Fitout, MEP, & Joinery | Let’s Connect! ?? President, PAD Toastmasters Club
1 年weldone on article Ritesh Mohan retailritesh , you are adding a great value with your articles to the community. Keep doing good work and stay blessed. Happy New year