TikTok's most viral campaign currently has around 8 Billion views. Here are the 2 guys who created it and how they did it.
We know TikTok is a viral video platform so when we say a campaign went viral on TikTok, we really mean V-IIII-RAL!.

Let's look at the numbers

We're talking about 8 Billion campaign views and 5M people participating in the campaign including (you won't believe it) Ellen De Genres, Jessica Alba, Kelvin Hart, and the Pussycat Dolls. The crazy thing is they weren't even paid to do this.

So who are the people behind this campaign? It's a New York-based agency called (wait for it) Movers + Shakers.

Movers + Shakers is an advertising agency headed by 2 men Geoffrey Goldberg and Evan Horowitz who are married to each other.

What happens when a Broadway dancer, choreographer, and director joins forces with a Marketing MBA? They build a creative marketing agency that defies all conventions.

They created the campaign for a company called E.L.F cosmetics meaning eye lips & face.

The ELF beauty campaign was so popular on Tiktok its virality spilled into both Instagram and YouTube.

The campaign, a “record a video of yourself singing to stand a chance to win something” campaign encouraged participants to jump on it showing their eyes, lips, and face with the theme song playing in the background.

The campaign was so successful its theme song became an independent single that was released on iTunes and Spotify.

The song trended on the Spotify charts in US, Canada, UK, Australia, Belgium, and Netherlands.

It even had a music video released in collaboration with Republic Records (which signed Drake, Taylor Swift and Ariana Grande).

What did this campaign do for E.L.F cosmetic’s revenue? It moves them from US$63.9 million to US$67.6 million in one quarter.

For Goldberg & Horowitz (hmmm, I like that name) they've moved from a 2 man Brooklyn shop with a mere $130,000 in annual revenue to the prestigious expensive California neighbourhood of Santa Monica.

Their company raked in $6.6 Milly in revenue in 2020 and is expected to do more in 2021. They now employ over 60 employees.

Of course, success has many friends. The agency has grown and now has a roster of top clients including match.com, Warner Bros, and Amazon Prime.

Movers+ Shakers is now on the 2021 Inc 5000 list which recognizes the 5000 fastest-growing companies in America.

With a feat like this, trust the media to endear them. Movers+Shakers have been highly celebrated on outlets like BuzzFeed, Vox & Popsugar.

Their works have been also featured in New York Times, WSJ, Hollywood Reporter, Bloomberg, Rolling Stone, Adweek, Forbes, Allure & TeenVogue.

https://tokify.substack.com/p/meet-the-agency-that-created-tiktoks