‘Ready or Not?!’ sees content creator Adeola Patronne and special guests dive headfirst into unfamiliar worlds of work while expressing their true selves through style, makeup, and skincare.
Episodes begin with Adeola and friends using e.l.f. products to prepare for mystery adrenaline-fueled activities, which include a win-or-lose football challenge as well as a day out at a vegan animal sanctuary shovelling muck and a high-octane session stunt training with a Hollywood pro.
As part of the deal, e.l.f. became the first brand to trial ecommerce across Channel 4 social branded content with the addition of shoppable links alongside each ‘Ready or Not?!’ episode – allowing Channel 4.0’s highly engaged young audiences to purchase products as they appear in the show. The campaign also includes additional bespoke content across Channel 4.0 newly launched Instagram and TikTok accounts.
Channel 4.0’s partnership with e.l.f. was brokered by Jodie Miles, Content Lead in Channel 4’s award-winning commercial arm 4Sales and e.l.f.’s media agency, Wavemaker. ‘Ready or Not?!’ marks the latest development in Channel 4.0’s first ever branded deal which saw e.l.f. become the platform’s ‘Official Beauty Partner’ earlier this year.
David Amodio, Deputy Head of Commercial Innovation and 4Studio 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 added: “We’re thrilled to be partnering with Channel 4.0 on their first ever social branded YouTube series ‘Ready or Not?!’ 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.”
Louise Temperley, General Manager at Wavemaker said: “As the official launch partner of 4.0, we’re thrilled to see e.l.f.’s first content collaboration with 4.0 talent go live, placing e.l.f. at the forefront of entertainment and connecting with Gen Zs”
Channel 4.0 recently won ‘Best Entertainment Channel’ at the Digital Broadcast Awards and has commissioned 29 series since its launch in October 2022. With an audience made up of 84% 13 to 24-year-olds, its shows feature a host of Gen Z talent including Chunkz, Nella Rose, Mist, Harry Pinero, Chloe Burrows, Dreya Mac, Spuddz and America Foster.
The launch of branded series and ecommerce on Channel 4.0 contribute to 4Sales’s long history of being a commercial innovation leader. This month, 4Sales released three new products off the back of its pioneering ad experiment, and recently led the way with dynamic ads and devised first party data matching, offering advertisers the ability to match their first party data with user data.
Created and produced by Wall of Productions, episode one of ‘Ready or Not?!’ launches on 27th July on Channel 4.0, with a further two episodes being released fortnightly. Shorter edits will also run across Channel 4.0’s Instagram and TikTok platforms.
For further information
Hope Hamilton/Corporate Press Officer
07889 574798
Notes to editors
YouTube episodes: https://www.youtube.com/playlist?list=PL6i5W5CPThFn8O38NBnq54LNq52-Db8zJ
About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.
Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.
Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.
Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.
About e.l.f Cosmetics
Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be clean, vegan, cruelty free and fair trade certified. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Boots, Superdrug & ASOS, and has a growing international presence. Learn more by visiting www.elfcosmetics.co.uk.
About Wavemaker UK
Wavemaker is a global media agency. We believe there is a better way to grow. By leveraging our deep understanding of audiences, Provocative Planning process and the world’s largest database of purchase journeys, we deliver exceptional growth for clients including Nationwide, Danone, Asahi and Morrisons.
Unlike traditional linear planning, our modular approach combines machine learning and human intelligence to unlock, maximise and transform growth for the world’s leading brands and businesses.
A part of GroupM, WPP’s global media investment management company, our 7,560 people across 88 markets have the deep knowledge, confidence and courage to challenge what’s gone before and imagine a better way to grow. Discover more at wavemakerglobal.com/uk or follow us @WavemakerUK.
About Wall of Productions
Part of the WALL ENTERTAINMENT GROUP, Wall of Productions was founded in 2018 by UK and US actors, producers and writers Percelle Ascott and Joivan Wade and is led by Managing Director Tafara Makopa. Since its launch, the company has quickly established itself as one of the UK’s leading creators and producers of high-quality entertainment programming and branded content for the Gen Z audience.
As a full-service production house, Wall of Productions specialises in developing first-class ideas from conception through to delivery and currently services a diverse range of clients to execute bespoke branded content campaigns for the likes of Channel4, Amazon Prime, Netflix, Spotify, Boohoo, Ann Summers, Game, NBA, Badoo and Universal Music, many of which have gone on to achieve millions in viewership and trended at #1 on Youtube.
In addition to developing FootAsylum’s Does the Shoe Fit? The award-winning unscripted dating show which amassed over 125 million views across five seasons, they’ve created and produced award-nominated hit shows such as Secret Sauce and Harry Pinero’s Worst in Class for Channel 4.0, Nella Rose’s Love Lessons and The Pink Courtroom for Pretty Little Thing and MannSummers for lingerie brand Ann Summers.