e.l.f.
eGEN partnered with e.l.f. Cosmetics to extend Oliver Widger’s viral solo sailing journey with his cat, Phoenix, into a multi-platform cultural moment. From a surprise mid-ocean airdrop to a Twitch homecoming stream and the first ever brand sponsored Roblox Game Jam, we transformed a personal adventure into an end to end campaign that redefined speed and cultural connection - inspiring business leaders, beauty fans, and gaming communities alike.
Client
e.l.f. Cosmetics
Year
2025
Industry
Beauty / Lifestyle / Gaming
Services
Integrated Marketing Strategy
Multi-platform Content & Distribution
Twitch & Social Amplification
Roblox Creative & Community Engagement
Cultural Partnerships
Go to market excellence
TURNING A VIRAL ADVENTURE INTO A GLOBAL, CROSS-PLATFORM BRAND MOMENT
TURNING A VIRAL ADVENTURE INTO A GLOBAL CROSS-PLATFORM BRAND MOMENT
e.l.f.
eGEN partnered with e.l.f. Cosmetics to extend Oliver Widger’s viral solo sailing journey with his cat, Phoenix, into a multi-platform cultural moment. From a surprise mid-ocean airdrop to a Twitch homecoming stream and the first ever brand sponsored Roblox Game Jam, we transformed a personal adventure into an end to end campaign that redefined speed and cultural connection - inspiring business leaders, beauty fans, and gaming communities alike.
Services
Integrated Marketing Strategy
Multi-platform Content & Distribution
Twitch & Social Amplification
Roblox Creative & Community Engagement
Cultural Partnerships
Go to market excellence
Year
2025
Client
e.l.f. Cosmetics
Industry
Beauty / Lifestyle / Gaming
Since launching e.l.f. up! less than a year ago, eGen has:
Diversified e.l.f revenue
Created a new non-makeup revenue stream from digital goods and avatar wearables for the first time in e.l.f.’s history.
Grown new loyalty program members
Drove tens of thousands of sign-ups to their loyalty programme from Roblox users, turning players into ‘real world’ members.
Exploded reach to brand new fans
Drove awareness and cemented e.l.f. brand love with a new demographic of highly engaged Gen Z gamers, on and off Roblox.
eGEN helped e.l.f. redefine what’s possible:
Activated Culture at Speed
Within days of Oliver’s journey going viral, e.l.f. mobilized with eGEN to deliver a mid-ocean care package drop — creating an unforgettable cultural moment and proving the brand will show up for its community anytime, anywhere.
Turned a Viral Story into a Global Platform
From CNN coverage to TikTok virality, Twitch livestreams, and Roblox activations, Oliver’s adventure transcended categories. e.l.f. became a brand not just participating in culture, but shaping it.
Connected Audiences Across Every Channel
Business leaders on CNN, beauty fans on TikTok and Instagram, and gaming communities on Roblox all intersected through one seamless story — showcasing e.l.f.’s ability to meet people wherever they are.
highlights
35M+
VIEWS
Across all platforms
3M+
LIKES
Generated by Oliver’s journey
100K+
SHARES
Sparking global conversation
highlights
First of its kind
Roblox Game Jam
Brand sponsored competition empowering creators with Oliver’s story
multi platform
Multi platform Reach B2B - B2C - C2C
From mid-ocean to Roblox, Twitch, TikTok, Instagram, and CNN