The ‘express your e.l.f.’ pop-up event was a walkthrough experience, inspired by the hero advert of the new UK awareness campaign. We recreated a number of the film sets from the advert and brought them to life as content capture opportunities for influencers and consumers.

Guests, ticket holders and visitors would be greeted at the reception desk and shown into the experience where they would first come across a huge LED, showcasing the full-length advert. From there, they were invited through by staff to the ‘Glam Room’ where there were able to get a free, professional makeover by trained MUAs using the e.l.f. products!

After having their makeup done and trialling the product, attendees were able to get hold of more free goodies by engaging with a selection of different experiences:

LA Fantasy:

We recreated a scene from the advert by creating a desert backdrop with a 3D, branded UFO installed behind the exact retro Chevrolet impala that was used in the advert shoot. We set up a GIF booth with photo lighting and even a wind machine to create the perfect setting for the content opportunity. In return, guests were given a free power grip primer!

Every Life Free:

Another recreated scene from the advert, users would determine their spirit animal from a flowchart that took their make-up preferences into consideration. Once discovered, guests would pose with their spirit animal and receive both a digital and printed version of the image (as well as *insert product name*)

Branded Beads:

We also ran a crafts workshop on all 3 days where visitors had the chance to create their own bracelet or key-chain using a selection of beads and charms that related back to the brand and campaign. This was a great way of enabling guests to express their e.l.f. and create something totally unique.

Curly Fries:

To highlight the curling capability of e.l.f.’s supremely popular mascara product, we set-up a curly fry bar with in the pop up shop that served free fries all day! As well as a branded box of curly fries (and any sauce you can imagine!) visitors were also given a free mascara as well.

There was a DJ playing through each day to keep the e.l.f. vibes flowing and the energy going throughout the event. Invited guests for the launch night were even treated to a speech by the CMO of e.l.f. and a 30 minute performance by the pop-star Caity Baser!

Overall the event saw 2,019 people through the doors for an e.l.f.ing great time!