e.l.f. Cosmetics

e.l.f. Cosmetics

Successfully driving acquisition with an always-engaged strategy.

The Objective

e.l.f. Cosmetics is an affordable, professional-quality makeup and skincare brand known and loved for its vegan and cruelty-free formulas. Already a TikTok favorite, e.l.f. and their agency, TikTok marketing partner  Tinuiti , wanted to build on the brand's success by furthering e.l.f.'s visibility on the platform to drive efficient acquisition costs.

The Solution

e.l.f. and Tinuiti launched an always-engaged strategy designed to fill the funnel: from reaching TikTokers who would love their clean beauty to driving site traffic and sales. Through a combination of standard In-Feed Ads and Dynamic Showcase Ads, the brand was able to drive conversions by personalizing ad targeting at scale and delivering a curated experience automatically to the e.l.f.'s most relevant audiences. Powered by the TikTok recommendation engine, Dynamic Showcase Ads generate awareness, app downloads and conversions by promoting thousands of products from your catalog to TikTok users via personalized and immersive video ads.

The Results

By following TikTok best practices and adopting an always-engaged strategy with multiple objectives designed to extend reach, engage TikTokers through In-Feed Ads, and drive sales with Dynamic Showcase Ads, e.l.f. and Tinuiti were able to effectively double spending month-over-month to help drive TikTokers down the funnel. Thanks to this always-engaged, full-funnel strategy, acquisition costs for their add-to-cart strategy dropped by 56%.

Products Used
TikTok For Business


The leading destination for short-form mobile video.

Learn more about TikTok
TikTok For Business

In-Feed Ads

Integrate video content into users' "For You" feed.

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“We are proud to force multiply with Tinuiti, who continue to help us grow and reach new audiences on TikTok. Together we have been able to test and learn on the platform and create a winning formula. Helping us consistently reach out to the TikTok community has allowed us to reach new customers and enabled us to efficiently test our messaging to ultimately drive down acquisition costs. We're looking forward to continuing to test our full-funnel strategy with them in 2022”
Patrick O'Keefe, VP Integrated Marketing Communications
e.l.f. Cosmetics