E.L.F. Beauty turns TikTok creator content into real-world consideration and conversion

Company 

E.L.F Beauty is a global cosmetics brand known for its community-led approach to beauty, creator collaboration and culture-first marketing. With a strong presence on TikTok, E.L.F consistently works with real creators to build trust, relevance and momentum around major cultural moments. 

For the TikTok Awards, E.L.F wanted to extend creator-led storytelling beyond social platforms into the real world, reaching audiences in moments where attention is high and authenticity matters. 

Challenge

The TikTok Awards generate huge social buzz, driven by creators, fans and cultural conversations online. But most of that momentum lives inside social platforms and disappears as quickly as it appears.

E.L.F wanted to:

• Build hype for the TikTok Awards beyond TikTok
• Bring real creator stories into the physical world
• Reach people in everyday moments, not just on their phones
• And do it in a way that felt authentic, not like traditional advertising

E.L.F also knew that people trust content from real people more than brand-led messaging. The challenge was taking that trusted creator content and amplifying it at scale, without losing authenticity. 

Solution 

E.L.F Beauty partnered with Global and Amondo to deliver a first-of-its-kind social-powered OOH activation, turning TikTok creator content into a creator-led content experience across Transport for London locations. 

Rather than producing new campaign assets, Amondo helped E.L.F curate and activate real creator stories shared on TikTok, taking content from the small screen to the big screen.

Bringing creator stories into the commute to build TikTok Awards hype

Using Amondo, E.L.F transformed TikTok creator content into a social-powered OOH content experience displayed across Global’s premium inventory in key London transport hubs.

Commuters encountered real creators, makeup routines and beauty stories as part of their daily journeys, bringing familiar social content into public spaces in a way that felt human and relevant – not interruptive. 

The activation ran in the lead-up to the TikTok Awards, using creator content to build anticipation and cultural momentum before the event. Rather than relying on static advertising, E.L.F let creators themselves carry the story – turning everyday commutes into moments of brand discovery tied directly to the Awards buzz.

By amplifying trusted creator stories at scale, E.L.F extended the lifecycle of the TikTok conversation beyond social feeds and into high-attention physical spaces, helping move audiences from creator inspiration towards consideration and purchase.

Amplifying reach through creator participation 

Creators who featured in the OOH experience also shared their appearances on their own social channels, pulling their communities into the campaign and building organic excitement around E.L.F and the TikTok Awards.

This created a natural amplification loop, extending reach without additional media spend and reinforcing authenticity as audiences encountered the brand across multiple touch points. 

Results

The TikTok Awards activation demonstrated how social and OOH can work together to amplify culture, creators and trust. By using Amondo to activate creator content across physical environments, E.L.F turned social buzz into a real-world cultural moment – extending trusted creator stories from phones into high-attention public spaces and driving both consideration and conversion.

“More and more we’re seeing the synergy between Outdoor and Social. It’s great to see content being amplified in locations to a target audience in the right moments.” 

Yolanda Joseph-Helmy, Head of Outdoor at Global