Case Background
As a beauty brand, e.l.f. Cosmetics has long adhered to industry innovation, created cultural trends, and hopes to create a more positive, inclusive, and intimate brand community, providing every user with an environment where they can freely express themselves. This time, e.l.f. hopes to leverage Tuke to break into the gaming community, achieve cross-industry integration, and make e.l.f. the beauty brand of choice for gamers, while establishing a deep connection with the North American gaming community.
Solution
The members of the gaming community are always diverse and talented. In order to provide them with a better stage to showcase themselves, Tuke Gamers Greatest Talent was born. This is a show co-created by e.l.f., Enthusiast Gaming, and Tuke. The three parties leveraged the Tuke brand challenge to create an opportunity for gamers to showcase their skills beyond gaming, presenting their outstanding other sides to the world. Participants not only gained a platform for free expression, but also had the chance to win $25,000 and appear in the Tuke Gamers Greatest Talent livestream jointly hosted by Tuke and Luminosity.
The #TukeGGT challenge initiated by the show was based on e.l.f.'s respect for different kinds of beauty and was open to gamers of all types and levels, encouraging everyone to bravely showcase their unique talents. For a time, countless gaming enthusiasts with extraordinary skills emerged on the platform—playing the violin, jumping rope on fire, sand painting... These multi-talented individuals demonstrated their many facets through their actions, each one shining and dazzling in their own way.
Outstanding participants were invited to the Tuke Gamers Greatest Talent livestream to showcase themselves more comprehensively. Veteran gamers and well-known Tuke influencers such as @ToriPoreno, @muselk, and @loserfruit took turns serving as judges, voting to select the final winner. Even these experienced judges could not help but marvel at the talents displayed on the show.
In addition to collaborating with top influencers, e.l.f. also chose TopView to increase the show's exposure and viewership.
Marketing Results
As the first collaboration between a Tuke gaming IP show and a beauty brand, Tuke Gamers Greatest Talent sparked a wave of participation. The related brand challenge received 2.5 million original videos, and the campaign page recorded 9 billion video views in just 6 days, exceeding the US benchmark by 31%. Through this collaboration, e.l.f. successfully demonstrated its commitment to inclusivity, gaining widespread brand recognition and user engagement.
The collaboration with Tuke Gamers Greatest Talent was our first attempt to connect with the Tuke gaming influencer community. We found that Tuke is a platform where e.l.f. and gaming can be perfectly combined. The overall participation in the campaign was unprecedentedly high, helping us reach many new gaming influencers, who later independently hosted related brand livestreams on our Twitch channel. It was truly inspiring. After the event, I always proactively recommend the Tuke platform and such campaign collaborations to brands hoping to connect with communities.
