e.l.f. Cosmetics just airdropped PR to the middle of the ocean.

@sailawaymedia

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e.l.f. Cosmetics

Shop e.l.f. Cosmetics for affordable, high-quality makeup and skincare for every eye, lip, and face. Vegan and cruelty-free products that empower your beauty.

11 videos10 creators

Why it worked

The video leverages a high-interest viral event to provide a 'marketing breakdown,' which appeals to business-minded viewers while keeping the content entertaining and relevant.

Summary

The creator analyzes a viral marketing stunt by e.l.f. Cosmetics, where the brand airdropped a care package to a solo sailor crossing the Pacific Ocean. She explains why this unconventional PR move was effective for the brand's image and audience engagement.

Structure

1Introduce the viral e.l.f. PR stunt
2Explain the context of the sailor's journey
3Detail the contents of the airdropped package
4

Original caption

@e.l.f. Cosmetics just showed every single brand how to do PR the right way. Airdrop or nothing hahaha #marketing #advertising #pr #influencermarketing #socialmediamarketing #elfcosmetics #sailing

More from @sailawaymedia

Product placement

e.l.f. Cosmetics is the subject of the video, with their logo and PR package shown on screen.

Call to action

But let me know what you think.

On-screen text

e.l.f.'s INSANE Pacific Ocean PR Stunt 🤯 OKAY ELF COSMETICS JUST AIRDROPPED PR TO THE MIDDLE OF THE OCEAN THIS IS OLIVER HE'S BEEN SAILING ALONE WITH HIS CAT FROM OREGON three days until my cat and I cross the Pacific Ocean TOTALLY BLOWING UP ONLINE YESTERDAY HE RANDOMLY SEES A PACKAGE DROP OUT OF A PLANE AND IT'S A CARE PACKAGE FULL OF SUNSCREEN SNACKS SANDWICHES CAT TREATS AND FACE CREAM AND IT'S PR FROM ELF COSMETICS NOW I KNOW WHY A COSMETICS BRAND? BUT ELF'S ACTUALLY VEGAN AND VERY YOUTH FOCUSED AND MOST OF THE PEOPLE FOLLOWING THE STORY RIGHT NOW ARE MAJOR ANIMAL LOVERS THIS WAS SUCH A SMART WAY TO JOIN IN A VIRAL CONVERSATION AND ESSENTIALLY RUN AN INFLUENCER CAMPAIGN THAT FELT VERY NATURAL AND I THINK THEY JUST GAINED A WHOLE BUNCH OF LIFELONG CUSTOMERS

Transcript

e.l.f. Cosmetics just airdropped PR to the middle of the ocean. This is Oliver. He's been sailing on a tiny boat alone with his cat from Oregon to freaking Hawaii. And it's been totally blowing up online. Yesterday he randomly sees a package drop out of a plane and it's a care package full of sunscreen, snacks, sandwiches, cat treats, and face cream. And it's PR from e.l.f. Cosmetics. Now I know you may be thinking why a cosmetics brand? But e.l.f.'s actually vegan and very youth focused. And most of the people following the story right now are major animal lovers. This was such a smart way to join in a viral conversation and essentially run an influencer campaign that felt very natural. And I think they just gained a whole bunch of lifelong customers. But let me know what you think.