Channel 4.0, Channel 4’s digital-first strand for YouTube, has launched a social-branded series ‘Ready or Not?!’ and eCommerce campaign with e.l.f. Cosmetics.

‘Ready or Not?!’ sees content creator Adeola Patronne and 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 activities, which include a win-or-lose football challenge as well as a day out at a vegan animal sanctuary shovelling muck, and a stunt training session with a Hollywood pro.

As part of the deal, e.l.f. will become 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 audiences to buy products as they appear in the show. The campaign also includes additional bespoke content across Channel 4.0’s 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.

“Ready or Not?!’, like 4.0, reflects British youth culture today,” said David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4. “It’s funny, boundary-pushing, and empowers viewers to stay true to themselves.”

Episode one of ‘Ready or Not?!’ launched yesterday 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.