Case Study Details
e.l.f. Cosmetics
From Video Production to Multi-Market Content Publishing and Management Our partnership with e.l.f. Cosmetics began in May 2023 through an introduction from another cosmetics company we were serving. Initially, we produced videos while their team handled account management and publishing. As their needs grew, we gradually took on publishing, account management, and social media marketing across Instagram and TikTok, reaching audiences in countries including the United States, Canada, the United Kingdom, and Australia.
Challenge
At the start of the partnership, e.l.f. needed a steady supply of beauty videos at scale. The challenge was to increase production while keeping the content varied and the products clearly presented. A single product could be explored through its shade, texture, application, or finish. We needed to keep finding useful angles without relying on the same openings and visuals.
Beauty content also demands careful attention to presentation. Lighting can affect how a shade appears, filters can obscure texture, and fast editing can make application steps difficult to follow. We had to balance capturing attention with showing the product accurately, so viewers who stopped to watch would learn something useful.
As e.l.f. sought to reach audiences in more countries, the workload extended beyond production. Each batch of videos needed to be prepared for specific platforms, markets, and accounts, with publishing schedules and follow-up support. The growing number of accounts required closer coordination between our production work and their publishing operations.
The client needed both a reliable content supply and ongoing support to publish, manage, and improve that content. Our role gradually expanded to cover those responsibilities.
Our Approach
We began with the client’s immediate need: video production. As demand grew, we connected content planning, production, publishing, account management, and performance review. Taking on more of the operation allowed us to follow what happened after delivery and bring audience feedback into the next round of production.
Our planning focused on the questions consumers ask when considering a beauty product: What does the texture look like? How do I apply it? What finish does it create? How does it fit into my everyday routine? We built UGC-style videos around these questions, placing products in familiar beauty settings to make demonstrations approachable and easy to understand.
During production, we developed different content angles for the same product. Some videos opened with the finished look before showing the application. Others began with a texture close-up or focused on one step in an everyday makeup routine. We adjusted the opening, setting, and editing pace to suit each angle, while paying attention to lighting, shade, and product details.
For markets including the United States, Canada, the United Kingdom, and Australia, we adapted content to local expression and everyday contexts. We also tailored its presentation for Instagram and TikTok. These considerations informed planning and production, giving each video a defined audience and purpose before it reached the publishing stage.
On the operational side, we handled asset preparation, publishing schedules, account management, and upload issues. As the account network grew, we brought these tasks into a shared workflow to coordinate publishing across markets and platforms.
Performance then informed future creative decisions. We reviewed viewing and engagement patterns to understand which openings held attention and which product details generated interest. Those findings helped us refine topics and presentation, with each round of content informing the next.
Result
Today, we manage more than 2500 accounts for e.l.f. and produce tens of thousands of videos each month. We also continue to handle publishing, account management, and social media marketing across multiple markets.
The project’s performance figures include:
More than 76 million cumulative video views
173 million impressions
661,000 followers
During our partnership, the client’s sales volume grew severalfold. Through regular content production, clear product demonstrations, and ongoing activity on Instagram and TikTok, we helped the brand reach more consumers, improve their understanding of the products, and support their purchase decisions.
Our responsibilities have grown alongside the partnership. Initially, our work ended when we delivered the videos. Today, we stay involved in publishing, account operations, and performance review to support the client’s ongoing social media activity.
We want clients to know exactly what they receive for their investment: content they can use, reliable day-to-day account support, and a team that responds as their needs change. From the beginning, our goal has been to do the work entrusted to us well, so their team can move the business forward with confidence.
