Makeup can be a powerful way to bring people together, and applying it to someone else is an inherently vulnerable experience. e.l.f.'s latest social series, "Make Up Over Makeup," aimed to reunite two people with a public falling out, having them do each other's makeup and, hopefully, work through their differences.

In three episodes, we brought some widely discussed feuds face-to-face to see if makeup could help them reconcile. With video views as our primary KPI, the goal was to capture—and keep—our audience's attention. While short-form content typically reigns, we knew the right talent could hold viewers for several minutes.

For e.l.f.'s "Make Up Over Makeup" series, I played a key role in driving the campaign's success. I utilized social listening to pitch talent pairings that resonated with our audience, developed a comprehensive go-to-market and social rollout plan for each episode, and was involved in on-set content capture with the talent. I also oversaw content creation and reporting across the series, ensuring each episode generated engagement and met key performance goals.