Lip Oil Change at Indy 500
The Challenge
In its 108-year history, only 9 women have ever raced at the iconic Indy 500.
It’s time for a change. Together with e.l.f. Cosmetics, a brand that stands for every eye, lip and face, we rallied behind the only female driver in the race, Katherine Legge — inspiring women everywhere to take the wheel in their lives and race for their dreams.
The Insight
Despite a huge (and growing) female fanbase, the experience is still male dominated — on and off the track.
Imagine if the world’s largest single day sporting event gave young female fans (who’ve been largely unappreciated) something to empower, uplift and inspire them — all in a space that’s designed for them.
The Solution
Presenting the e.l.f. Lip Oil Change.
We hit the gas at Indy, creating a bespoke onsite footprint with pit-crew-style glow-ups, product giveaways, limited edition merch, an immersive storytelling wall and more.
Girls lit up when they walked in, fans wrote motivational messages to Katherine, and dads even wore e.l.f. hats (proudly).
We provided live coverage straight from the activation, resulting in e.l.f.’s biggest Twitch livestream of the year.
And e.l.f.’d up Katherine’s garage with quotes and images to keep her inspired.
We extended the campaign online, creating go-to-market assets for paid, owned and earned across the e.l.f. website, app, Beauty Squad community, owned social and beyond.
We even designed a sweepstakes offering free "Lip Oil changes" for a year, resulting in over 95K entries and 123%+ increase in Beauty Squad member sign-ups. Huge!
To go beyond the Brickyard, we designed these custom bumper sticker magnets — available IRL at Indy, plus online as a gift with purchase. Pretty e.l.f.ing cute.
Results
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Over 0 BImpressions
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Over 0 KPeople received e.l.f. glow-ups and Lip Oil Change swag
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# 0Twitch livestream of the year with 500K views
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0 MRoblox game plays
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0 KSweepstakes entries
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0 KNew Beauty Squad signups
Earning It
