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Source: Fortune.com
Summary
E.l.f. Beauty CFO Mandy Fields discusses the company’s decision to invest in a Super Bowl ad, citing the long-term impact on brand awareness. The company has seen a significant increase in brand awareness, from 13% to over 40%, and plans to continue investing in marketing efforts. Fields notes that the company tracks a wide range of performance indicators to measure the effectiveness of its campaigns. E.l.f. will feature its best-selling product, Glow Reviver Lip Oil, in a telenovela-inspired ad starring Melissa McCarthy, Nicholas Gonzalez, and Itatí Cantoral, which will air on Peacock and Univision in Mexico during the Big Game.
Our Reading
The numbers tell one story.
e.l.f. Beauty’s confidence in big-ticket Super Bowl investments stems from their long-term impact on brand awareness rather than a focus on immediate dollar-for-dollar return.
The company has seen a significant increase in brand awareness, from 13% to over 40%, and plans to continue investing in marketing efforts to reach the two-thirds of women who are not yet customers.
e.l.f. tracks a wide set of performance indicators, including sales trends, earned media value, impressions, and social engagement, to determine whether creative is resonating and being shared organically.
Original observation: When companies tout long-term thinking, it often means they’re trying to justify short-term costs.
Author:
Evan Null
