e.l.f.'s Get Ready With Music (GRWM) album is the ultimate soundtrack for your getting-ready routine. Designed to celebrate this universal ritual, the album amplifies emerging artists across a variety of genres. Using e.l.f.'s platform, we aimed to highlight new talent while creating music that speaks to everyone. To build excitement for the launch, we released a music video and secured a feature on the cover of People Magazine.
For our launch, we released a single and a music video, which was not only filmed in zero gravity but also gained nearly 10 million views on YouTube. This was followed up with a People Magazine cover and writeup. We also took over a homepage on the e.l.f. website and created buzz with an iHeart Media interview featuring the album’s own Charlotte Rose Benjamin.
CLIENT: e.l.f. Beauty AGENCY: Madwell
CREDITS ECD, Mau Galvan ACD, Jen Beck ACD, Libby Dean Copywriter, Tarik Atallah
Art Director, Eric Holton Designer, Zenzile Skylark Producer, Annie Burns Producer, Suzana Ognjanovic Account Director, Mitch Katz Account Executive, Merrie Weber
