Although TikTok is fastest growing social app, it’s a really tough landscape for beauty brands to navigate. Creative agency CEO Evan Horowitz of Movers+Shakers has cracked that nut with elf Cosmetics. Together they created the most successful TikTok campaign ever, a challenge that produced over 3 million user created videos that have garnered over 4 billion views. You’ll hear about the art and science of what makes content viral, in this case creating an original song that became a Spotify sensation, and launched the career of a Grammy-winning producer, called “Eyes Lips Face”. Who knew that’s what elf stood for?