Success Stories
e.l.f. Cosmetics
10,451
45M+
182K
In celebration of International Women’s Day, Wattpad and e.l.f. teamed up to encourage the community to share powerful stories spotlighting the fierce women in their life!
Challenge
e.l.f. wanted to empower rising writers while celebrating International Women’s Day and generate content showing how the community is #EyesLipsFierce.
What we did
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Launched the #EyesLipsFierce Write-a-thon on Wattpad, inviting the community to share their stories about a woman in their life who inspires them to be fierce.
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For every story submitted and tagged #EyesLipsFierce, Wattpad and e.l.f. donated $1 to Girls Inc. (up to a total of $10,000).
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e.l.f. took over Wattpad’s Beauty profile for the month of March, as the first cosmetic brand to take over!
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Wattpad enlisted three of its top writers, @knightsrachel, @_shaybravo, @hjnelson to write branded content for the write-a-thon. This content served as a source of inspiration while extending e.l.f.’s reach on platform.
Results
The #EyesLipsFierce Write-a-thon resulted in
10,451 entries making this the second highest performing U.S write-a-thon on Wattpad!
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All media drove over 45M impressions
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Wattpad and e.l.f. exceeded the 10,000 entry goal, resulting in a $10,000 donation to Girls Inc.
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The campaign got tons of media coverage from outlets like PopSugar, Campaign US, AdAge and MediaPost
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Tembe Denton-Hurst of New York Magazine was onboarded to select the final five winning stories!
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Wattpad’s Home Feed Carousel placement performed 423% over its impression goal, garnering over 31M impressions for the campaign!
