About This Project
Summary
“So Many Dicks” was a cultural breakthrough that exposed the lack of diversity in U.S. corporate boardrooms. e.l.f. Beauty partnered with the University of Richmond to analyze 35,250 board members, revealing that men named "Dick" outnumber entire groups of underrepresented people. This initiative included contextual out-of-home, a social media takeover, PR, and a dedicated website. e.l.f. 's ongoing sponsorship of the NACD Accelerate Program already helped 10% of participants secure board seats,
Goals & Objectives
To spark a multi-generational conversation on boardroom diversity, inviting women of all ages, and business leaders, into the dialogue. The campaign aimed to exceed e.l.f.’s internal benchmarks with over 75% net positive sentiment and secure media coverage in top consumer and business publications.
Results & Impact
Corporate boards often fail to reflect the diversity of the workforce they serve. This fact, which was branded on large billboards throughout Wall Street, ultimately increased e.l.f.’s brand familiarity among Gen Z and millennial consumers with a 20% lift in brand familiarity.
the team
Kory Marchisotto
- Chief Marketing Officer
- e.l.f. Beauty
Laurie Lam
- Chief Brand Officer
- e.l.f. Beauty
Patrick O’Keefe
- Chief Integrated Marketing Officer:
- e.l.f. Beauty
Samantha Critchell
- VP Corporate Communications
- e.l.f. Beauty
Melinda Fried
- Head of Corporate Communications
- e.l.f. Beauty
Ashley Rosebrook
- Chief Creative Officer
- e.l.f. Beauty
Nimrat Brar
- Creative Director
- e.l.f. Beauty
Michelle Gabbay
- Senior Project Manager, Campaigns & Special Projects
- e.l.f. Beauty
Brooklyn Boston
- Senior Director of Brand Marketing
- e.l.f. Beauty
Jennifer Budres
- Corporate Communications Manager
- e.l.f. Beauty
Chelsey Duckworth
- Director of Integrated Marketing & Communications
- e.l.f. Beauty
Regina Fung
- Senior Director, US & Global Paid Media
- e.l.f. Beauty
Bill Oberlander
- Creative Chairman
- OBERLAND
Lisa Topol
- Chief Creative Officer
- OBERLAND
Drew Train
- Chief Executive Officer
- OBERLAND
Kate Charles
- Chief Strategy Officer
- OBERLAND
Monica Taylor
- Executive Creative Director
- OBERLAND
Clair/ClairCollective Grupp
- Executive Producer
- OBERLAND
Kristen Barnard
- Executive Producer
- OBERLAND
Kyle Sims
- Editor
- OBERLAND
Caitlin Pavelle
- Group Account Director
- OBERLAND
Lili Naim
- Management Supervisor
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Rossana Pontieri
- Senior Project Manager
- OBERLAND
Mani Schlisser
- Director of Strategy:
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Emma Ryan
- Associate Strategy Director
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Arnau Bosc
- Design Director
- OBERLAND
Anika Chakraborty
- Designer and Animator
- OBERLAND
Laura Moore
- Sr. UX/UI Designer
- OBERLAND
Esteban Izquierdo
- VP, Creative Director
- OBERLAND
Chris Plehal
- VP, Creative Director
- OBERLAND
Adriene Montalvo
- Senior Art Director
- OBERLAND
Carina Cain
- Senior Copywriter
- OBERLAND
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