Every brand wants their community to make content about them. But when it actually happens, how do you seize the opportunity, amplify virality, and maximize fandom?
That was the exhilarating challenge for e.l.f. when their community started a playful new trend on social, turning empty Halo Glow bottles into giant DIY lip glosses. With this trend spreading like wildfire, e.l.f. had to jump into action, fan the flames of fandom, and turn a viral moment into a massive win.
Additionally, e.l.f. sought to celebrate the community's powerful organic energy by collapsing the distance between brand and consumer. By transforming a real-time trend into immediate action, the campaign reinforced e.l.f.’s reputation as a brand that doesn’t just listen, it responds, turning viral buzz into lasting loyalty and growth.
When the e.l.f. community spontaneously started turning empty Halo Glow bottles into giant DIY lip glosses, e.l.f. faced an exciting challenge: how to act at e.l.f. speed and capitalize on a fan-ignited movement generating millions of views. This was a unique opportunity to prove e.l.f. wasn't just another cosmetics brand, it genuinely listens and responds to its fans.
Rather than watching from the sidelines, e.l.f. jumped in with a three-step, high-octane strategy that transformed this viral moment into a full-blown community and product moment.
Step one: LISTEN. The team identified the fast-moving Giant Lip Gloss trend as having breakout potential and moved at lightning speed to own the conversation. In fact, 7 of the top 10 most viewed lip gloss videos on TikTok featured TikTokers customizing e.l.f.’s own Jumbo Halo Glow Lip Gloss
Step two: LEARN. e.l.f. created organic content to participate in the trend, including a video that placed oversized Halo Gloss props in everyday settings, earning over 10 million views and creating its third-highest performing post of all time. This audacious move didn't just participate in the trend, it made it unmistakably e.l.f.'s. We continued to spin the fandom flywheel even faster, hosting e.l.f.’s biggest TikTok Live ever and bringing in e.l.f.’s Chief Marketing Officer, Kory Marchisotto, and Chief Commercial Officer, Jennie Laar, to join the fun. An audience of over 16,000 live viewers tuned in and were all abuzz.
Step three: LEAN IN. e.l.f. converted the hype into a real product by launching an official DIY Halo Glow Lip Gloss Kit exclusively on TikTok Shop. This created an urgent, must-have moment for fans. The kit dropped just two weeks after that first viral video, and it sold out in just 24 hours.
The "Halo Gloss" campaign didn't just meet expectations on TikTok, it shattered them, proving that magic happens when a brand genuinely listens. The campaign generated over 85 million organic views, 2 million engagements, and 1,000+ user-generated videos. This buzz translated into massive audience growth, with e.l.f. gaining over 77,000 net new followers in a period of just six weeks. The content itself became a phenomenon, with one post becoming the 3rd highest-performing post of all time for e.l.f. with 10 million views, and another earning 5.5 million views as the 8th highest-performing post. Plus, the official DIY Halo Gloss Kit also sold out in just 24 hours.
The activity powered a 408% week-over-week lift in brand views, and #elfhaloglow become the #1 fastest-growing hashtag in the global lip gloss category.
But the real victory wasn't just in the numbers; it was in the tidal wave of positive sentiment. Comments, DMs, and stitches from fans flooded social media, all reinforcing one powerful message: "e.l.f. always listens." The community repeatedly pointed out how rare it is for a brand to act so quickly on what its audience is asking for. This wasn't just a win for a product; it was a win for e.l.f., solidifying its reputation as a brand that genuinely values and engages with its fans.
