Case Study: e.l.f. Cosmetics achieves 11,000 organic videos and $2.7M earned media value with Tubular Labs

Tubular Data Provides Influencer Discovery Resulting in 11,000 Organic Videos for e.l.f. Brand

e.l.f. Cosmetics needed to plan a social video strategy and figure out which influencers to partner with and how to distribute trial products to high-impact creators. Their challenge was identifying the right talent and understanding audience overlaps to ensure products would be used and shared on screen.

By using Tubular Creator Profiles and the YouTube Dashboard to find aligned influencers and analyze audience affinities, e.l.f. sent free products to targeted creators and seeded organic promotion. In 90 days this drove 11,000+ organically uploaded videos, more than 27 million views, and an estimated $2.7M in earned media value (at $0.10 per view).

ELF Cosmetics

Gayitri Budhraja

Director of Marketing