When a beauty brand goes completely off script, it can create an unforgettable adventure that captures hearts worldwide. That’s exactly what happened when Oliver Widger, an Oregon man who quit his job and set sail for Hawaii with his cat Phoenix, caught the internet’s attention. With over 1.9 million followers tracking his journey via social media, powered by Starlink satellite internet, Oliver has inspired a global community.
e.l.f. Cosmetics took things a step further by partnering with Aloft, a nonprofit supporting future pilots, to airdrop a care package filled with treats, sunscreen, and face cream to Oliver and Phoenix in the middle of the Pacific Ocean. The brand also pledged a donation to an animal shelter in honor of his cat, aligning with their cruelty-free mission. Oliver shared how this surprise reminded him he wasn’t alone on his bold journey, cheering him on from afar.
This type of creative brand engagement isn’t unique. Brands and celebrities have found powerful ways to connect with viral moments, making lasting impressions. For instance, Ocean Spray gifted Nathan Apodaca a truck after his viral cranberry juice TikTok, and Dwayne “The Rock” Johnson gave a custom truck to Navy vet Oscar Rodriguez in an emotional gesture. Now, e.l.f. Cosmetics has continued this trend of out-of-the-box marketing, proving that sometimes the most unexpected sponsors create the most memorable moments.
e.l.f. Cosmetics took things a step further by partnering with Aloft, a nonprofit supporting future pilots, to airdrop a care package filled with treats, sunscreen, and face cream to Oliver and Phoenix in the middle of the Pacific Ocean. The brand also pledged a donation to an animal shelter in honor of his cat, aligning with their cruelty-free mission. Oliver shared how this surprise reminded him he wasn’t alone on his bold journey, cheering him on from afar.
This type of creative brand engagement isn’t unique. Brands and celebrities have found powerful ways to connect with viral moments, making lasting impressions. For instance, Ocean Spray gifted Nathan Apodaca a truck after his viral cranberry juice TikTok, and Dwayne “The Rock” Johnson gave a custom truck to Navy vet Oscar Rodriguez in an emotional gesture. Now, e.l.f. Cosmetics has continued this trend of out-of-the-box marketing, proving that sometimes the most unexpected sponsors create the most memorable moments.
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FunTranscript
00:00Have you ever wondered what happens when a beauty brand decides to go completely off script?
00:05We're talking about abandoning traditional ads for an authentic adventure worthy of a Hollywood
00:09blockbuster. Okay, it may not be Tom Hanks and Wilson, but Oliver and his cat Phoenix have been
00:18capturing hearts across the globe. And Elf Cosmetics even joined the adventure delivering
00:23a jaw-dropping surprise to the fearless sailor and his feline sidekick right in the middle of
00:28the Pacific Ocean. So it turns out that drop was from Elf Cosmetics. Oregon Public Broadcasting
00:35reports Oliver Whitger is an Oregon man who quit his job at a tire company and liquidated
00:40his retirement savings to set sail for Hawaii with his cat Phoenix. If you're new here, follow
00:46the journey because in seven days, my cat and I are going to cross the Pacific Ocean and
00:51sail from Oregon to Hawaii. I was diagnosed with a condition called Clipofield Syndrome.
00:56What it is, is a spinal disorder. So I've got a loose spine and I do run the risk of going
01:01paralyzed from the neck down.
01:03Oliver's story has captured the hearts of over 1.9 million followers on Instagram as
01:08the new sailor has consistently posted his journey on social media under the handle Sailing
01:12with Phoenix.
01:13Welcome to day two of sailing solo across the Pacific Ocean. This is day 11, sailing from
01:21Oregon to Hawaii with my cat. Welcome to day 19 of sailing across the Pacific Ocean alone
01:28with my cat.
01:30Comments of support flood his post. One Instagram user stated,
01:34The entire country is rooting for you. Keep going. While another wrote,
01:38What is crazy is you are in the middle of nowhere but can still post. Technology is wild. Be safe.
01:44And according to Statesman Journal, Whitger relies on Starlink for his daily posting,
01:49which is a satellite internet service by Elon Musk's SpaceX. And according to the report,
01:54Whitger spoke about how much he relies on Starlink in a social media post, stating,
01:58For whatever reason, if something happens to where I don't have Starlink, just know I'm out there.
02:03Probably having moments where I'm absolutely terrified. And moments where I'm having the
02:08time of my life. But it's not just Starlink helping Oliver cross the Pacific Ocean.
02:13According to People, Elf Cosmetics found a creative way to get a care package to Oliver in Phoenix.
02:18The report states the airdrop care package, full of treats, face cream, and sunscreen,
02:23was made possible thanks to a partnership with Aloft, a non-profit group dedicated to empowering
02:28the next wave of pilots and open doors for future aviators, according to Business Wire.
02:33Elf Cosmetics also pledged to donate to an animal shelter of Whitger's choice in honor of his pet
02:38cat, which is perfectly in line with the brand's mission to remain cruelty-free. And People stated
02:43during a press release, Whitger, who has made it to Hawaii, stated,
02:47It wasn't just about snacks and supplies. It was a powerful reminder that people were watching,
02:53believing in me, and cheering me on. That kind of support, especially from a brand
02:57that celebrates bold moves, reminded me I wasn't alone on this journey.
03:02But this kind of inspiring brand interaction isn't unique to Oliver's story.
03:07Throughout the years, other brands have found creative ways to tap into viral moments and
03:11connect with audiences in meaningful, unforgettable ways.
03:14Back in 2020, Ocean Spray gifted Nathan Apodaca a brand new truck after his cranberry juice TikTok
03:20went viral. And beyond brands, celebrities have found ways to celebrate these unforgettable
03:25connections, too. Such as Dwayne The Rock Johnson, who gifted his own custom truck to Navy veteran
03:31Oscar Rodriguez, a fan who had dedicated his life to helping others. And now, Elf Cosmetics has
03:36continued the out-of-the-box marketing that has some saying it's the most random sponsor,
03:41but still brilliant on Elf's part. But what's your take? Share your thoughts below and follow us
03:47everywhere at What's Trending.