During 2020, e.l.f. and Chipotle were both busy making TikTok headlines. Together with e.l.f.’s agency, Movers+Shakers, the team wondered what would happen if e.l.f. and Chipotle, two like-minded disruptors, joined forces. Could it generate a surge of earned media while attracting new fans to both brands? The collaboration was unexpected, which is at the heart of e.l.f.’s DNA. The team’s bold vision was sure to excite consumers.
The result was two of Gen Z’s favorite brands colliding in an epic 360-degree social media collaboration featuring an avocado makeup sponge, spicy salsa lip gloss and an eye shadow palette inspired by the vegan options in Chipotle’s serving trays.
The overall goal of the campaign between e.l.f and Chipotle was to generate a surge of earned media while attracting new fans to both brands. As always, the goal was to “break” the internet as culture drivers - which we did … and then some!
Key campaign elements included:
A limited-edition product collection
A remix of the iconic “Eyes. Lips. Face.” viral song which became “Eyes. Chips. Face.”
A 360° social media campaign across e.l.f. and Chipotle’s channels
Partnered with influencers such as Trixie and Kimchi to create a viral e.l.f. x Chipotle mukbang
Live shopping on the NTWRK app
The goal of “breaking” the internet was achieved. In a week, the campaign garnered 4 BILLION press impressions and 28 MILLION social impressions -- the buzziest collaboration in Chipotle and e.l.f. history.
The first product sold out in just 44 minutes, with the entire collection completely selling out in just three days! Because of the high demand, the products even started to resell on eBay for 5x the retail price. Plus, the campaign even earned unsolicited celebrity mentions from the likes of Stephen Colbert and Drew Barrymore.
This collaboration led to an outpouring of fan love and joy, from both Chipotle fans and e.l.f. lovers.
