ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

e.l.f. Cosmetics' Innovation on TikTok

Winner in TikTok Presence

Objective

In 2018, e.l.f.’s sales plateaued. So in 2019, they went back to their digital-native roots and started an ambitious campaign to reignite sales growth by developing deeper cultural connection with Gen Z.

As a small brand in a crowded space, they had to find a way to be disruptive and break through, with the added challenge of being much smaller, with a smaller budget, than their key competitors. How could they create that buzz around the brand, find that “it” factor and do so in a way that punched above their weight?

In 2019, TikTok emerged as the hottest new platform, but only a few brands had ever participated. From Q4 2019 through Q4 2020, e.l.f. established itself as one of the most innovative brands on TikTok, accruing over 10 billion views across a series of disruptive campaigns.

Strategy

Seeing that TikTokers were already talking about e.l.f., to the tune of 3 million organic views, e.l.f. decided to go all-in, launching a TikTok campaign at a time few brands had touched the platform. 

Identifying that music was the underlying driver of virality on TikTok, e.l.f. decided to be the first brand ever to create an original song for a TikTok challenge - making a brand anthem that Gen Z would LOVE to dance to - and educating consumers that e.l.f. stands for “eyes. lips. face.” 

#EyesLipsFace was a HIT and the world was dancing to the song in clubs around the world. Then Coronavirus hit and it seemed like the moment might be lost. But instead, e.l.f. jumped on the opportunity to build more brand relevance, remixing the song into a health PSA called “Eyes. Lips. Face. Safe.”

At this point, e.l.f. was synonymous with “eyes. lips. face,” so what was next? How could they continue to build their TikTok presence, cultural relevance, and improve brand perception?

As TikTok skyrocketed in popularity, we saw that so many Gen Z TikTokers wanted to expand their reach and become a famous influencer, especially in the beauty community. And one of e.l.f.’s core brand pillars is to empower its community to go after its dreams. Additionally, e.l.f. had launched their TikTok brand channel and wanted to continue to grow it’s presence. So, we developed the first-ever TikTok-native reality show, “Eyes. Lips. Famous.” to provide a platform to help three lucky winners develop their skill at becoming a TikTok influencer.

We teamed up with three top TikTok beauty influencers to put out our call to action: Who wants to be #EyesLipsFamous?! to nominate yourself to star in the reality show and create a TikTok video saying why you deserve to win! Three lucky winners would earn a month-long “Beauty Camp,” where they’d be coached by the top TikTok influencers, professional makeup artists, and more. 

Our influencer judges selected their three favorite entrants to star with them on the show.  The show aired daily on e.l.f.’s TikTok channel over a one-month period.  Each “episode” showed a part of the Beauty Camp, in TikToks of less than 60 seconds!  The episodes featured challenges, tips, tricks, and (of course!) behind-the-scenes drama. 

Through all this work on TikTok, e.l.f. had been building credibility as a music hitmaker, with a series of original branded songs going viral. So what was next?

For the 2020 stay-at-home holidays, e.l.f. dropped a holiday album, with music videos featuring top TikTok influencers. We remixed and “e.l.f.ed up” some classic holiday songs to provide levity and fun at the end of a challenging year.

Results

Over the span of these campaigns, e.l.f. jumped to new heights in both brand love and sales. It rose from #8 to #2 favorite beauty brand among teens according to Piper Sandler's Semi-Annual Teen Survey, reflecting strong appeal with Gen Z.

While 2020 was a tough year for the beauty industry, e.l.f. continued to deliver strong results. According to their recent announcement of Q3 earnings, they have delivered eight consecutive quarters of net sales growth.

e.l.f.’s TikTok campaigns propelled the brand to become a cultural superstar, with its original music topping both Spotify and Billboard charts. Throughout their disruptive TIkTok campaigns, e.l.f. has garnered over 10 billion views and nearly 7 million user-generated videos.

#EyesLipsFace became the most viral campaign in TikTok US history, attracting 5 million user-generated videos, totaling 7 billion views.  Celebrities like Ellen, Lizzo, and Reese Witherspoon joined in unsolicited.  The original song hit #4 on Spotify’s global chart, and earned media passed 1.5 billion impressions.

The reality show “Eyes. Lips. Famous.” led to 3,300 UGC submissions. Fans loved it, passing 40 million views and a 57% spike in followers on e.l.f.’s TikTok channel, @elfyeah. Our winners can now be found as fimilar faces on e.l.f.'s TikTok channel. In fact, they've been featured over 24x to date.

And e.l.f.’s holiday album reached the Billboard charts, grabbing spots next to JLo, Mariah Carey, and Megan Thee Stallion.  The holiday campaign earned 340 million PR impressions and accumulated 40 million views.

Media

Produced by

Movers+Shakers, e.l.f. Cosmetics

Links

Entry Credits