When creating the media plan for the “Changing the Board Game” campaign, e.l.f. Beauty was already recognized as a progressive, inclusive brand committed to affordability and diversity. The brand had successfully carved a niche in the competitive beauty industry with its message of “every eye, lip, and face,” appealing to a diverse customer base. However, e.l.f. saw an opportunity to expand its influence beyond beauty by addressing a critical issue: the lack of diversity in corporate leadership.
The primary challenge was the entrenched lack of diversity in corporate boardrooms, particularly among publicly traded companies on the NYSE and NASDAQ. Despite e.l.f.’s progressive stance, the company faced the challenge of breaking through a corporate environment resistant to change. It needed a bold approach to reach its target audience—C-level executives, board members, and the investment community.
This campaign gave e.l.f. the chance to position itself not only as a leader in the beauty industry but also as an advocate for diversity in corporate America. By showcasing its own diverse board, e.l.f. aimed to challenge other companies to follow suit and demonstrate the business benefits of inclusive leadership. The situational analysis identified the risks and rewards of taking this bold stance, leading to the decision to launch a high-impact, in-your-face OOH campaign targeting Wall Street.