E.l.f. cosmetics is the latest brand to have a majorly viral TikTok campaign. The #eyeslipsface challenge features an original song created specifically for the effort, a branded takeover of the app, and posts by several TikTok influencers. The brand launched the hashtag after finding a natural affinity for e.l.f. on the platform, and may start creating daily content for the app in the future. Current TikTok metrics show that the #eyeslipsface hashtag has 554.1 million views (we’d call that some serious reach). (Mobile Marketer)
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