When Movers+Shakers founders Evan Horowitz and Geoffrey Goldberg launched their first brand campaign on TikTok, it broke records in six days. Here’s how they turned it into a more lasting phenomenon.

OAKLAND, Calif.--(BUSINESS WIRE)--Just three days after launch, e.l.f. Cosmetics celebrated its second viral hashtag challenge that surpassed one billion views on TikTok, this time with #elfMagicAct.