e.l.f. Cosmetics
Macro creators transformed e.l.f.'s Cosmetic Criminals film into viral TikTok comedy, turning makeup theft into relatable entertainment.
6.3M
Total Reach
16%
Engagement Rate
£0.07 CPE
ROI
Campaign Objective
e.l.f. Cosmetics reached out to Mifu to amplify awareness around their new Cosmetic Criminals short film through TikTok content that reimagined beauty marketing as entertainment. The goal was to make people laugh, relate and share, transforming the universal experience of makeup theft into a viral trend.
Challenge
e.l.f. wanted to keep the buzz around Cosmetic Criminals alive without scripted or overly branded content, designing a series of short-form comedy skits that leaned into TikTok's spontaneous humour whilst staying true to the brand's playful, community-driven voice.
“Everyone's had their makeup stolen — now let's turn that chaos into content.”
Approach
Mifu curated a small, high-impact selection of macro creators, each chosen for their unique comedic tone and storytelling style. Diversity was central, with each creator representing a different audience pocket and cultural reference point. Using Mifu's creator matching and performance forecasting tools, bespoke concepts were developed for each influencer, encouraging them to reimagine the "makeup thief" scenario in their own humour and personality. The creators produced original TikToks tied to the theme, from POV sketches to family comedy bits, bringing the Cosmetic Criminals narrative into everyday life.
Key Creators
Results
The campaign reached 6.3 million+ people and generated 1.9 million views with 10.6 K saves across Reels and TikToks. With a 16% average engagement rate and a highly efficient CPE of £0.07, the campaign resonated with both Gen Z and millennial audiences who love to share the chaos of everyday beauty routines.
- ✓6.3 million+ total reach
- ✓1.9 million views and counting
- ✓10.6 K saves across Reels and TikToks
- ✓16% average engagement rate
- ✓CPE: £0.07
- ✓Strong resonance with Gen Z and millennial audiences
Key Takeaway
Mifu's creator-first approach turned a beauty product launch into a moment of viral storytelling, proving that the best influencer content feels like entertainment, not advertising.