Changing the Board Game with e.l.f.’s ‘So Many Dicks’ high-impact campaign

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Challenges

e.l.f. Cosmetics and their agency partner, Tinuiti, launched the “Change the Board Game” initiative with the provocative “So Many Dicks” campaign calling out that there are more men named Dick (Richard, Rich, Rick) on U.S. public boards than entire underrepresented groups combined. Their goal was to shake up the status quo, spark urgent executive-level conversations around gender and racial equity, and boost momentum for more inclusive boardrooms.

This bold, data-driven storytelling set the stage for GumGum activations to reach C-suite and board members in the right mindset, using contextual precision and attention insights to connect with the right people, all while maintaining brand safety (no small feat given the campaign name!).

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Methodology & Strategy

Pairing e.l.f.’s bold message with GumGum’s contextual AI, creative design, and real-time attention-measurement tech, e.l.f. was able to deliver their message to the right audience, in the right mindset and made an impossible to ignore impact.

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Performance & Results

By combining e.l.f.’s fearless messaging with GumGum’s AI-driven placement and attention insights, the partnership didn’t just deliver numbers, it supercharged a movement. e.l.f.’s campaign drove more than clicks and buzz by fueling boardroom dialogue on why diversity isn’t just right—diversity makes e.l.f.ing cent$.

Read more about this on AdExchanger.

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