e.l.f. Cosmetics Engages Diverse Communities, Driving 1.4x
Higher VCR
VCR
YoY Search
Growth
search lift
Objective
With inclusivity at the heart of its brand, e.l.f. Cosmetics set out to increase consideration for its new Lash and Roll Mascara on YouTube, ensuring the campaign reached and resonated with all communities.
Challenge
Reaching a diverse audience with a single creative message is no easy feat. What resonates with one demographic may fall flat with another. e.l.f. needed a smarter, culturally aware way to align its messaging with the values, interests, and passions of multiple audience segments without compromising authenticity or efficiency.
Strategy & Execution
To drive cultural relevance and deeper engagement, e.l.f. Cosmetics leveraged Mirrors by Silverpush, an AI-powered contextual solution that aligns ads with what audiences are watching in real time. Instead of broad targeting, Mirrors identified high-intent YouTube moments across diverse cultural and beauty contexts, featuring personalities like Selena Gomez and Ndeye Peinda, competitor mentions such as Revlon and Maybelline, and community-owned brands like Fenty Beauty.
It also captured content around skincare, makeup essentials, and mascara tutorials. This ensured e.l.f.’s ads appeared within the most relevant content, creating authentic connections and driving stronger performance across diverse audience segments.
Results
The campaign delivered measurable success. e.l.f. achieved a 69% VCR, exceeding industry benchmarks by 40%. Search interest for the brand surged up 150% YoY, with a 176% spike during the campaign’s live period. Mirrors' contextual placements outperformed standard targeting approaches, delivering a 10% higher VCR while significantly reducing CPCV and CPM, reinforcing the value of precision-driven, contextually aligned advertising.
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