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

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

e.l.f. Cosmetics, a beauty brand, recognized the opportunity to connect with a younger audience by leveraging weather's influence on beauty routines. Their challenge was to promote the restock of their popular Halo Glow primer while communicating their brand purpose of unstoppable self-expression. They partnered with The Weather Company to develop a campaign that would tap into the relatability of weather.

The Weather Company implemented a solution using dynamic, weather-triggered creative. This included ads on The Weather Channel app and digital out-of-home (DOOH) screens that changed messaging based on local conditions like sun, rain, or snow, and featured a weathercast-style video with influencer Meghan Trainor. The campaign delivered over 15 million impressions and drove significant results: a 9.2% lift in brand awareness, a 6.5% lift in purchase intent, and a 17.3% higher purchase intent when ads were served on sunny days.

elf Cosmetics

Patrick O’Keefe

Vice President, Integrated Marketing Communications