Dupe That!

We helped e.l.f. beauty take BOLD to the next level with the launch of their campaign, DUPE THAT! This isn't just a campaign; it's an invitation. We're calling on companies everywhere to join the unicorn parade and make positive impacts on people, products and our planet. The campaign spanned from the iconic World Trade Center in New York to the pages of The New York Times to social media, asking you to dupe the best of e.l.f.'s values. Join them in making the world a more inclusive, accessible and kinder place.

60s launch spot

character development

Within just 24 hours of going live, DUPE THAT! sparked ~127k engagements and ~6.7 million views. Their community didn’t just hear the rally cry—they echoed it loud and clear. The 99% positive feedback proves one thing: the fans get it, and we hope our next wave of unicorns will too. 🦄

What better way to inspire others to join the movement than a literal unicorn parade? e.l.f. considers itself to be a unicorn afterall (because they believe that doing good is good for business), so they invited other beauty brands to join the parade and be unicorns with them! Because let's face it, the more brands that make good ethical decisions, the better for the world.

The unicorn parade was launched on social, but it took an even larger stage when it was slated into a MASSIVE OOH takeover at the World Trade Center Oculus Station. Alongside the unicorn stunt were over 250ft of animated digital screens spanning across nearly every touchpoint of the Oculus.

And if you're going to challenge others to DUPE THAT, you better be prepared to back it up. Every statistic and brand value showcased was supported by e.l.f. Beauty's 2024 Impact Report, which was prominently displayed with QR codes across all screens.

Full spread ad in the Sunday NYT

Link to AdAge Article

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