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!
![elf-370x717 elf-370x717](https://brands.wattpad.com/hubfs/elf%20-%20370%20x%20717.png)
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!