e.l.f. Beauty, Inc. Case Study | The Weather Company
e.l.f.’s glow storm campaign delivers thunderous results
Overview
The cosmetics brand drove viral buzz by using weather-driven creative to position its products as reliable in any condition.
Opportunity
Weather’s influence on beauty and personal care is undeniable, affecting people’s decisions on everything from skin products to color cosmetics and shade ranges. In fact, eight in 10 women say they change their beauty routine based on the weather.
e.l.f. Cosmetics recognized this influence as an opportunity to communicate its brand purpose of unstoppable self-expression to a younger audience while promoting the restock of its popular Halo Glow Primer.
The company launched a weather-driven holiday campaign that would drive attention and sales by tapping into the relatability of weather to help people create dazzling holiday looks in any condition.
Impact
- 9.2% lift in brand awareness among women aged 25–34
- 17.3% lift in purchase intent through sunny day creative
- 8.9% higher lift in brand consideration compared to industry benchmark
"We love The Weather Channel partnership because it is unexpected for beauty. When you see an insight that 8 out of 10 women will change their beauty routine because of the weather, how can you not lean in? And lean in we did, with the e.l.f. twist.”
— Patrick O’Keefe, Vice President, Integrated Marketing Communications, e.l.f. Beauty
Beauty and weather aligned
The e.l.f. Cosmetics campaign consisted of integrated creative experiences on The Weather Channel® app as well as its digital out-of-home (DOOH) inventory during December 2022. These units presented fun messages and animated images that promoted its Halo Glow Primer products and reflected the consumer’s weather conditions.
Copy and images were dynamically served to people in key designated marketing areas (DMAs) based on the time and whether conditions were clear, cloudy, rainy or wintery. Units appeared front and center in The Weather Channel’s Integrated Marquee, which seamlessly incorporated e.l.f.’s creative into the current hyperlocal forecast on the app’s home screen.
These weather-specific messages were extended across DOOH screens through Weather Targeting for DOOH via Vistar Media. Consumers in key markets would see e.l.f.’s messages during their daily routine through DOOH placements based on the current weather conditions in that location.
These DOOH screens appeared in pharmacies, outdoor urban panels, in taxi or rideshare vehicles, grocery stores, malls and more.
The campaign also featured pre-roll videos featuring popular singer, songwriter and influencer Meghan Trainor and presented in the style of a weathercast—titled “the radiance report”—forecasting an oncoming “e.l.f.ing glow storm.”
Videos were served to e.l.f.’s targeted consumers—women aged 18–48—on The Weather Channel app prior viewing video content.
"We are bracing for the first glow storm this holiday season. By tapping into The Weather Channel brand’s rich legacy coupled with Meghan Trainor’s brilliance in this campaign, we are reaching new audiences and showing that beauty is in the eye of the glow storm.”
— Patrick O’Keefe, Vice President, Integrated Marketing Communications, e.l.f. Beauty
Relevant experiences. Radiant results.
Between display media and DOOH, the glow storm campaign delivered more than 15 million total impressions and a clickthrough rate of 0.48%.
e.l.f. Cosmetics increased brand awareness by 9.2% and purchase intent by 6.5% among women aged 25–34 by aligning its creative experiences with weather. Brand consideration improved to 8.9% higher than the industry benchmark.
The campaign also generated insights about the best times and weather conditions during which to reach consumers. Specifically, e.l.f. discovered that purchase intent grew by 17.3% when messages were presented during the daytime when conditions were sunny.
With these results, the forecast looks bright. Or perhaps we should say, it’s glowing.
"We will continue to lean into the incredible insights and data provided by The Weather Channel to advance our media strategy and reach new audiences.”
— Patrick O’Keefe, Vice President, Integrated Marketing Communications, e.l.f. Beauty
About e.l.f. Beauty, Inc.
Founded in 2004 as e.l.f. Cosmetics, e.l.f. Beauty, Inc. is a multi-brand beauty company based in Oakland, California. The company offers a range of vegan, cruelty-free brands including e.l.f. Cosmetics, e.l.f. SKIN, Well People and Keys Soulcare.
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