Alicia Keys #GRWSoul

Keys Soulcare, Alicia Keys' brand under E.L.F., struggled with low brand awareness, as many consumers were unfamiliar with it beyond Alicia Keys' fanbase. To grow, the brand needed to connect with a wider audience.

• Challenge: Redefine the concept of "wellness," which had become narrow and exclusionary, and to introduce soulcare as something that is accessible to everyone.
• Insight: The idea was to reinvent the "Get Ready With Me" (GRWM) trend, encouraging people to focus on soulcare and intentional rituals rather than just outward appearance.

Working Closely with Alicia and her vision, the campaign, centered around the hashtag #GRWSoul, successfully resonated with the community. Lightworkers (creators) played a key role in driving brand awareness, contributing 95% of the campaign’s impressions and views, demonstrating the value of genuine partnerships.

Alongside #GRWSoul, Keys Soulcare introduced a digital Soulcare Calculator, allowing consumers to discover moments in their busy schedules that could be reclaimed for soulcare. Instead of adding extra time for wellness, the tool helps identify 5-20 minute windows where they can focus on nurturing their soul.

• Results:
  • 22 Total Lightworker (Creator) Posts
  • 3.7 Million Impressions/Views
  • 3.9K Unique Visits
  • 97.2K Total Engagements
  • 1.77% Avg. Engagement Rate (Mid-Macro TikTok)