Case Study: e.l.f. Cosmetics drives brand awareness and purchase intent with IBM The Weather Company

e.l.f.’s glow storm campaign delivers thunderous results

e.l.f. Cosmetics, part of e.l.f. Beauty, wanted to promote its Halo Glow Primer and connect with a younger audience by showing that its beauty products work in any weather. To do that, the brand partnered with IBM through The Weather Company to launch a weather-driven holiday campaign across The Weather Channel app and digital out-of-home placements.

IBM implemented dynamic, weather-targeted creative that changed by location and conditions, plus pre-roll video featuring Meghan Trainor in a weathercast-style “radiance report.” The campaign generated more than 15 million impressions and a 0.48% clickthrough rate, while boosting brand awareness by 9.2% and purchase intent by 6.5% among women ages 25–34; brand consideration also rose 8.9% above the industry benchmark.

e.l.f. Cosmetics

Patrick O’Keefe

Vice President, Integrated Marketing Communications