✦ Role: Market Researcher (Student Project)
Tools: Statista, Google Trends, Google Forms, Social Platforms
Goal: To evaluate how brand activism impacts perception and consumer loyalty.

e.l.f Beauty: Analyzing “Change the Board Game” Campaign

Overview:

I conducted an analysis of e.l.f. Beauty’s “Change the Board Game” campaign, to understand how its stance on inclusive leadership landed with consumers. Additonally, I identified key factors behind its successes and shortcomings.

Campaign Context:

e.l.f. Beauty’s “Change the Board Game” campaign, wants to challenge the lack of diversity in corporate America, particualrly among publically traded and influential companies. Their mission is to raise awareness, lead by example, and inspire industry wide action. In doing so, they hope to double the rate of women and people of color joining corporate boards by 2027, and position itself as both a participant and advocate for change.

💡 Survey Findings:

🔍To gather insights on the effectiveness at the awareness level, I conducted a survey via Google Forms. Respondents were recruited through personal networks, including friends, family, and coworkers, as well as through distribution on platforms such as Facebook, Reddit (r/beauty, r/samplesize), and survey sharing websites like SurveyCircle.com. Participants were asked to provide thoughtful and complete responses and to have familiarity with beauty or the beauty industry.

The survey began circulating April 1st, 2025, and reached twenty responses by April 14th, 2025. A total of 10 questions were included, covering brand perception, message authenticity, demographics, campaign recall, views on diversity and representation, and overall brand alignment. By setting clear expectations and reaching a range of participants, the survey was able to yield detailed insights, which form the basis of the media audit and social listening.

🧠 My Process:

  1. Survey Development
    To begin, I designed a survey to gather insights on e.l.f’s brand perception and overall campaign awareness. I prioritized this step early on, knowing it would take time to collect meaningful responses.

  2. Media Audit
    I analyzed e.l.f’s presence across Instagram, TikTok, and YouTube, and focused my attention on comments, brand mentions, shares, and user-generated content. This helped me track how consumers responded to the brand and the campaign in real time and gauge overall public perception.

  3. Audience Insight 💡
    Rather than speaking directly to consumers, this campaign is covertly aimed at corporate leaders. These individuals are typically high achievers, motivated by performance, innovation, bottom lines, and long-term legacy. Uncovering this audience was a key insight, since these groups will directly impact the effectiveness of the campaign.

  4. Messaging Strategy
    I identified three messaging appeals: emotional, moral, and logical. I then uncovered how each message appeal was used to influence different audiences, and where they potentially might crossover.

  5. Messaging Channels
    I assessed the effectiveness of their use of social media, out-of-home billboards, and their website. In doing so, I could see how each channel resonated with pure makeup consumers versus corporate stakeholders.

  6. Recommendations
    Finally, I provided recommendations in my paper to support the campaign’s three year goal. This included product integration, a microsite with progress updates, and strategies to maintain awareness among non-consumers.

The Good

Perception of e.l.f: Socially responsible, earnest, bold.

The campaign included billboard advertising in New York City, with placements around the Financial District, Fulton Street Station, Broad & Wall Street, and The Oculus was bold and ingenius to target corporate leadership.

Diverse boards lead to reduced earnings risk, fewer lawsuits, and stronger returns on equity. The campaign demostrates that diversity is not just optics; it's good business.

💡 Key Findings:

The Bad

📌 Continuous data shows that diverse boards outperform. This is key for leaders who are motivated by financial performance and public accountability.

📌 Reality is different. White individuals still outnumber people of color by 3:1, and men outnumber women by 3:1. Despite being less profitable.

📌 Diversity can be framed as both a moral and strategic business advantage.

80% of survey respondents had not heard of the campaign.

While featuring Billie Jean King was a strong choice, it failed to connect with the public since many might not have been familiar with her story.

The camapign fails to align with consumers’ immediate needs or the brand’s everyday value.

The Ugly

Low YouTube engagment despite 15M+ followers across platforms. Average: 7K–11K views per video.

Risks being seen as jumping on a trend, rather than leading a movement