e.l.f. Beauty Netherlands: Wees Jeze.l.f. Campaign

We were in charge of the total execution. From coming up with the tagline ‘Wees Jeze.l.f.’ to concept, development, production and organization of the activations. In Eindhoven and Rotterdam, we had organised the Stop & Glow Beauty Bar. People queued up from early in the morning till end of the day to get their bike glammed up, get a touch up by one of the make-up artists, meet their favorite TikTok creator or just to discover the e.l.f. products.

In Amsterdam we developed the Wees Jeze.l.f. pop-up experience. A place where consumers could discover the e.l.f. products, get a colour match and touch up by professional make-up artist. To make the campaign literally come alive a photo studio was created in the style of the campaign. The photos were uploaded in real time on out of home screens. Within 20 minutes people saw their own Wees Jeze.l.f. campaign image on the billboards in the city center of Amsterdam. Showing that e.l.f. is actually for every Eye, Lip, and Face.

A more informative layer was added by the two workshops we hosted at the Wees Jeze.l.f. pop-up for a selected group of fans. For the workshops we got over 2000 registrations within 48hours, which is amazing! We noticed that the Dutch audience is very interested in these workshop classes. This is definitely something that we can extend for next year. 

To promote the activations, we collaborated with 17 content creators. Each sharing the Wees Jeze.l.f. campaign message. On top of that, to go hyperlocal, the group was split in three groups each focusing on a different city and activation.