e.l.f. Glowstorm
IBM / Weather Company • 2022
CREATIVE STRATEGY
DESIGN
MOBILE
ANIMATION
DIGITAL OUT OF HOME
WEB
BRAND MANAGEMENT
Client
e.l.f. Cosmetics
What I Did
Art Direction, Design, Animation
8 out of 10 women change their beauty routines with the weather — with that in mind, e.l.f. Cosmetics partnered with Weather for Holiday 2022 to capitalize on that insight and promote the restock of their viral Halo Glow Liquid Filter product. I designed and animated the weather-integrated creative that ran across the Weather Channel mobile app, as well as digital out of home displays that adapted in real time to the display location's weather condition.Â
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The full Glowstorm campaign was nominated for 6 Shorty Awards, earning both Bronze and Audience Honors. More information on the full campaign can be found here.Â
Results
Across display and DOOH, the campaign delivered 15M+ impressions and a 0.48% CTR.
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Among women 25–34: brand awareness up 9.2%, purchase intent up 6.5%, and brand consideration 8.9% above industry benchmark — all driven by weather-aligned creative timing.
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The campaign also generated insights about the best times and weather conditions during which to reach consumers. Specifically, e.l.f. discovered that purchase intent grew by 17.3% when messages were presented during the daytime when conditions were sunny.
