Please Tan Responsibly
The Challenge
Launch e.l.f.’s new suncare line during an age of misinformation around sun protection.
Throughout the Summer of 2023, Gen Z was exposed to a growing anti-SPF movement across social.
In a market crowded with suncare products and self-tanners, we had to craft a unique message to break through the noise getting Gen Z to adopt new habits, starting with e.l.f. SKIN’s Suntouchable!
The Insight
Who better to teach fans how to tan responsibly than Snooki, given her sun-soaked history living it up on the Jersey Shore? With Gen Z’s appetite for nostalgia, coupled with Snooki's rising fame on TikTok, and latest release of Jersey Shore on MTV, she was the one to work with.
The Solution
We captured Snooki in all her leopard print glory with a 1990s-inspired PSA, to help warn viewers of the harmful effects of the sun. And content just kept flowing…
The day after launch, we dropped a TikTok-first version of the PSA that leaned into the DIY feel with green screen images and ridiculous watermarks to amp up the PSA parody messaging.
A dedicated video referencing the infamous “Letter” from Jersey Shore called out the sun’s toxic behavior. Snooki even showed off items in her beach bag to her TikTok audience.
Every PSA needs a phone number to dial for help, so, we made one (1-866-ELF-TANLINE)! We had Snooki on the other end giving sun protection advice, which offered a special easter egg for fans.
And e.l.f. fans loved it.
The Results
- 8.9MViews
- 242KEngagements
- 15.2%Highest Engagement Rate
- 85%Increase in a Single SKU Product Sale
- 14%Increase in Overall Sunscreen Product Sales
