03/06/2025
Hailey Bieber sold Rhode to e.l.f. Beauty for $1 Billion
Seeing that of course I had to dig deeper how exactly she has done it. I looked into their ads and found an OOH campaign which caught my attention. Let's break it down so you can learn from it👇
I ran it through a predictive neuroscience tool, and the results are a masterclass in why emotional engagement is the real driver of ROI not just aesthetics
1. The Good: Memory Performance = 🔥
This ad hits 89/100 for Memory which is exceptionally top top top-tier score
Why? Two reasons:
White product dabs on skin = high contrast and visual novelty
Bold red "rhode" logo = attention-grabbing typography in a sea of soft tones
If your only goal is “make them remember,” you nailed it
But that’s not the whole story
2. The Bad: Focus = 33/100
Here’s where it breaks.
Most of the viewer’s attention goes to the model’s (Hailey's) eyes and face
But elements like their URL or afterpay are skipped
That means:
You’re remembered visually
But not commercially
No recall = no lift in brand action or consideration
3. Cognitive Demand = 37/100
Translation: The brain doesn’t have to work to understand this ad
Which sounds good...until it’s not.
Low cognitive load = low story = low stickiness
One model.
Gray backdrop.
Zero movement.
Minimal design.
This is too simple. And simplicity without depth = forgettable functionally, not just emotionally.
4. Engagement = 49/100
This is the death knell
Despite Hailey staring directly into camera—an engagement booster in most ads this ad scores well below the benchmark
Why?
➡️ Neutral face
➡️ Clinical styling
➡️ No expression of joy, curiosity, or desire
Emotion powers action. Without it, you just have a pretty picture
5. Why This Matters
This ad is memorable, but not motivating
DTC founders, here’s the takeaway:
If your ad isn’t emotionally engaging, no one cares how “on-brand” it looks
Emotions are how we:
Encode memories
Assign value
Decide what matters
Without emotional hooks, you’re wasting impressions on passivity
6. What To Fix
To turn this into a growth-driving ad:
✅ Add micro-expression: slight smile, smirk, or moment of texture
✅ Build narrative tension: pre- vs. post-application, a zoom-out to brand world
✅ Reframe product usage: from clinical → ritualistic or indulgent
✅ Shift gaze or gesture to branding cues
7. The Bigger Picture
Great branding isn’t just about visual memory
It’s about building emotional associations your audience wants to revisit
Want better ROI? Don’t just ask:
“Will they remember this?”
Ask:
“Will they feel something they want to remember?”
That’s how you build brands that scale
If you're spending $$ on top-tier design but not backing it with emotional insight you’re leaving growth on the table
Ads that look good but don’t feel good = $$$ wasted.
