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The wedding-season hook e.l.f. had planned around was gone, so a restock had to be rebuilt around one creator, Mikayla Nogueira, as CEO for a Day.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"Nogueira, her partners at agency Viral Nation, and e.l.f. first launched Marriage Material in June 2023." The line that used to sit here, that e.l.f. could not get to big talent, was just our category label written out again: the agency already held the Nogueira relationship.
| Who says so | A Shorty Awards entry, independent of the agency, which also records that the agency worked alongside e.l.f.'s own social team rather than replacing it. Read it |
|---|---|
| How that happened | Not published, but the working shape is documented: No appointment record. What is documented, including in an independent Shorty Awards entry, is how the work ran: Viral Nation handled scripting, supported go to market, and coordinated with e.l.f.'s internal teams AND its other agency partners. So the agency sat alongside an in house team and a roster, not instead of them. |
| How long it took | Not found for the hire. The Mikayla CEO for a Day restock sold out in 10 hours, so the campaign clock was days. |
Every other case where they could not get to the big names →
The other 6 cases where a brand hired Viral Nation →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.