Attracting a New Audience of Ojos, Labios, y Caras
The Challenge
Makeup in the Latinx community has long been a celebration of identity. From bold winged eyeliner to sharp lip liner and bright-red lipstick, makeup has long been a tool for Latina women, not just for self-expression but to make a loud and powerful statement to a society that has historically tried to silence them.
e.l.f. Cosmetics stands alongside the “eyes. lips. face.” of every beauty enthusiast, and for that reason, the cosmetics brand sought to build a stronger connection with the Latinx community of makeup aficionadas.
The result was a boundary-smashing campaign aimed to establish e.l.f. Cosmetics as both a beauty partner and entertainment powerhouse within this passionate demographic – building awareness, interest, and brand love through a genuine celebration of Latinx community and culture.
Results
4x
Historic Telemundo Click-Through Rate Benchmark on Instagram Post
+75%
Campaign Performance over NBCUniversal VVR Benchmark
How We Did It
Authenticity was key for this campaign. e.l.f. Cosmetics and Tinuiti knew they would not make the mistake that other tone-deaf brands had made: merely translating content for English-speaking audiences into Spanish and expecting it to resonate. In contrast, e.l.f. Cosmetics’ campaign was custom-built, specifically created to honor Hispanic culture – and Tinuiti knew its media efforts should do the same.
The campaign’s creative centered around an original song and music video in partnership with e.l.f. Cosmetics by popular Colombian urbano and reggaeton singer Manuel Turizo. “ojos. labios. cara.” celebrates Latinx expression and culture, with a lively video featuring bold, beautiful looks using e.l.f. Cosmetics makeup products.
Tinuiti created a surround-sound strategy to ensure the campaign reached the target audience of Latinx community members within the United States. The team identified the Latin Grammys as a high-visibility opportunity for spreading awareness – especially since Turizo was nominated for Best Tropical Song. The team scheduled a commercial to run twice during the event on live TV, bookending Turizo’s nominated category.
Half of all Spanish-speaking adults in the United States use TikTok, so the app represented a critical channel in reaching e.l.f. Cosmetics’ target audience. As such, the team developed a TikTok pulse (a placement that enables ads to be shown between relevant content) with Turizo’s music video targeting Spanish speakers who had an affinity for beauty. Each placement featured a link to “get the look,” encouraging viewers to tap through to a customized story page on the e.l.f. Cosmetics website where they could shop the products featured in the video.
It also crossed language barriers to capture the attention of e.l.f. Cosmetics’ English-speaking audience, growing awareness and interest across their total consumer base. The campaign outperformed the NBCUniversal Video View Rate (VVR) benchmark by 75%, and the Instagram post exceeded the Telemundo CTR benchmark by 4x as well as the Engagement Rate (ER) benchmark by 66%.
The effort truly hit the high notes, solidifying e.l.f. Cosmetics as a beauty-tainment brand across languages and celebrating all ojos, labios, y caras.
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