e.l.f. and Dunkin’ are known for disruption in their respective categories so it made sense that they partnered to make massive waves, driving hype and brand equity.
Expectations were high so a product deserving of brand love had to be created and presented in a way that would maximize the hype, ideally manufacturing just the right amount of inventory to sell out. All of this while two brands with very different company cultures and work styles collaborated.
The primary KPI was earned media, and a secondary goal was rapid product sell-through.
e.l.f.’s prior brand collab, e.l.f. x Chipotle, had been available only online, so a bunch of zeros were added to sales goals, and Ulta stores were stocked with the “Wake Up & Make Up” e.l.f. x Dunkin’ collection.
We teamed up two of Gen Z’s favorite brands and created the hottest drop of the year: the “Wake Up & Make Up” e.l.f. x Dunkin’ collection filled with glazed and coffee-infused products. e.l.f. and Dunkin’ blended all the rules to make super fans happy! The collection featured instant classics, like the “Glazed for Days” Lip Gloss, and the “Strawberry Frosted” Donut-Shaped Face Sponge.
To be the face of this iconic collaboration, we identified Mikayla Nogueira, a lifetime superfan of both brands. In addition to being a rising beauty influencer who regularly hypes e.l.f. products, Mikayla’s love for Dunkin’ stems from sharing its hometown of Boston. She’s also a former employee of Ulta Beauty, the exclusive retailer for this delicious collection.
Suddenly, Ulta Beauty shoppers nationwide were hearing Mikayla’s adorably-thick Boston accent over the loudspeakers, hyping this limited edition product. Stores sold out! TALK about authentic influencer marketing!
This campaign was epic, achieving very lofty goals.
On the primary KPI of earned media, prior records were beat including: 2.3 billion PR impressions in the first day, and 5 billion in just a few weeks! The campaign was featured in ABC News, Allure and CNN among many, many others.
On the secondary KPI of sell-through, the first item indeed sold out in under 10 minutes!
Best of all, fans were delighted, with the partnership earning hundreds of social videos praising the collection, and elevating both brands to even more iconic status.
