What started as an ask for a single LinkedIn post to deliver the message that corporate boards are in desperate need of more women and people of color (and introduce people to e.l.f.’s “Change the Board Game” Initiative to double the rate at which women and people of color are added to corporate boards by 2027), turned into…not a single LinkedIn post. Instead, “So Many Dicks” took the Internet and Wall Street by storm. 

The impact was immediate: 2.3B media impressions, the most talked-about campaign on LinkedIn, 98% positive media sentiment—and real action. e.l.f. sponsored a cohort of diverse NACD candidates, and 10% have already been placed on boards.

By the time it landed in the South of France for the 2025 Cannes Lions, “So Many Dicks” (known affectionately as SMD) had become a household name.