Lead agency: Movers + Shakers
Many companies have found great success using TikTok to promote their brand, but e.l.f. Cosmetics changed the game with their #eyeslipsface campaign.
e.l.f. Cosmetics wanted to target Gen Z with this TikTok brand challenge, encouraging users to use the brand’s custom sound behind their content. The song, starring Holla FyeSixWun and Ill Wayno, uses e.l.f. 's acronym to remind users that “e.l.f. is for every eye, lip, and face”.
This song was originally created just to be a TikTok sound but it became so viral that the brand released it on music streaming platforms, becoming #4 on Spotify’s Global Viral charts, and was streamed over 20 million times.
e.l.f. Cosmetics then partnered with Republic Records to create a music video for the song on Vevo, which currently has 2.5 million views.
Not only was the catchy song a huge part of the campaign’s success, but it became a pop culture moment with celebrities like Lizzo, Reese Witherspoon, Howie Mandel, Kevin Hart, Terry Crews, Patrick Starr, Jessica Alba, and many more created content for this challenge.
This helped the #eyeslipsface campaign gain a record-breaking amount of user-generated videos for a TikTok brand campaign with 5 million videos, 1.5 billion earned media impressions, and over 7 billion views of the challenge.
e.l.f. Cosmetics is the first company to ever hold the #1 trend spot on TikTok from an ad. This helped the brand make its way into various media publications earning an additional 1.5 billion impressions from outlets like Vogue, Rolling Stone, Adweek, Forbes, and more.
e.l.f. Cosmetics has paved the way for other brands with their record-breaking virality, showing how brands can successfully connect with Gen Z on TikTok.
I believe what made this campaign so viral is that users, such as myself, were initially unaware that this trend started as an ad. With the song sounding like any random song on TikTok and not directly asking you to buy a product, users focused on the trend more than the brand it was connected to.
Many people lose interest in ads once they try to persuade you to purchase something, but this campaign took a different route and continued to grow more popular due to this. It will be interesting to see what other brands learn from this and what will come in the future!
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