Channel 4’s digital-first strand for YouTube Channel 4.0 has launched its first-ever social branded series “Ready or Not?!” with e.l.f. Cosmetics.
e.l.f Cosmetics will emerge as the first brand to trial ecommerce across Channel 4 social branded content. The campaign will feature shoppable links alongside each “Ready or Not?!” episode. It includes additional bespoke content across Channel 4.0 newly launched Instagram and TikTok accounts.
The series will have content creator Adeola Patronne and other special guests dive into the unfamiliar worlds of work while expressing their true selves through style, makeup, and skincare. In the episodes, Adeola and friends use e.l.f. products for the mystery adrenaline-fueled activities. It includes a win-or-lose football challenge, day out at a vegan animal sanctuary, and a high-octane session stunt training with a Hollywood pro.
Ready or Not?! is Channel 4.0’s first ever branded deal which has e.l.f. as the platform’s Official Beauty Partner. David Amodio, Deputy Head of Commercial Innovation and 2Studio at Channel 4, said Ready or Not?!, like 4.0 reflects British youth culture today. “It’s funny, boundary-pushing, and empowers viewers to stay true to themselves. We’re excited to enter the next phase of our partnership with e.l.f. and look forward to continuing to develop our relationship in the future.”
Lauren Thornton, AVP, International Marketing at e.l.f. Beauty, expressed thrill to partner with Channel 4.0. “It’s what we call an EYES.LIPS.FIRST. This partnership and campaign, with its adrenaline-fueled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. We cannot wait for our community to check it out.”
This launch contributes to 4Sales’s long history of being a commercial innovation leader.
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