e.l.f Cosmetics turns their brand ethos into a viral hit song

The Problem

e.l.f Cosmetics had been seeing steady growth with their product sales over the past few years, but they were still struggling to gain mass brand recognition and affinity among Gen Z consumers

The Opportunity

e.l.f Cosmetics was looking for a way to make a splash among their Gen Z consumers and saw TikTok as an opportunity to generate renewed buzz and hype around their brand

The Insight

At the time, static images with text were the prevailing meme format across all major social platforms but on TikTok, we found that sound was the primary driver of the most viral trends

The Solution

We created TikTok’s first original branded song to promote e.l.f Cosmetics’s brand message along with an accompanying trend to encourage mass UGC creation. We then partnered with a cohort of creators to participate in the challenge and seed their videos to fans

The Result

Not only was this the first-ever original brand song on TikTok, it also ended up being one of the most successful brand campaigns in TikTok history.

7 Billion views on TikTok

5 Million UGCs

Reached #4 on Spotify’s Global Viral Charts

2 Million views on YouTube for the Eyes Lips Face MV

Voted Gen Z’s #1 Favorite Cosmetics Brand

Media Coverage:

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