E.l.f. Cosmetics doesn’t need for creativity. After launching a TikTok actuality present final 12 months and turning a “Jeopardy” flub into a advertising and marketing win this 12 months, the sweetness model is at it once more — this time with a TikTok vacation “movie” known as “Big Mood, Big E.l.fing City.”
The long-form video venture, set to launch on Wednesday, options high-profile personalities from the group, nods to viral tendencies and merchandise from the Holy Grail make-up line, together with a preview of an upcoming new product.
The time period “movie” appears to be used loosely right here, contemplating TikTok solely permits movies of as much as three minutes. But E.l.f. labored across the limitation by splitting the story into three separate three-minute movies, set to air on its official @elfyeah account. The firm is selling the venture as a reinvention of the vacation film, marking the primary time a model has launched a TikTok-native movie, crowdsourced from the group.
“Big Mood, Big E.l.fing City” options well-known TikTok creators Fia James and Adam Ray, with appearances by Stephanie Valentine (aka Glamzilla), Kalen Allen and Vanessa Pena.
James performs Ash, the principle character who heads to the Big City to shock her finest pal. When she finds out that he’s out of city, 4 elves — or “e.l.f.z” — step in to maintain the cheer going and set Ash off on a vacation journey. The magical new mates characterize Holy Grail cosmetics Big Mood Mascara, Poreless Putty Primer, Camo CC Cream and the upcoming Power Grip Primer (voiced by Ray).
Power Grip Primer hasn’t been launched but, so “Big Mood, Big E.l.f.ing City” is akin to a sneak preview, or perhaps a product placement, besides one the place the model is absolutely in management. (Peloton might wish to take word.) But the story and magnificence was formed by, and for, the social video community.
Ash, as performed by Fia James within the starring function.
“We love to take emerging talents, creators and artists, and bring their talent forward, and we know how much that’s adored on TikTok,” Kory Marchisotto, chief advertising and marketing officer of E.l.f. Beauty, informed WWD. E.l.f Beauty owns E.l.f. Cosmetics, in addition to W3ll People and Keys Soulcare. “Giving the community the opportunity to engage in this longer-form content with a brand like E.l.f. gives these creators a platform upon which they can have a voice, and we can shine a spotlight on it. Being very native to the platform, this is a piece of entertainment that is created by TikTok for TikTok.”
A casting name went out on the social video community and winners had been chosen from the duets that rolled in. The film’s content material took cues from TikTok creators and cultural moments, utilizing widespread options like inexperienced display screen results and including throwbacks to tendencies, together with sea shanties and the “and it went like” music, plus different photographs and vids.
The TikTok sensibility additionally extends to the aesthetic, which eschews refined manufacturing worth to slot in with feeds bursting with smartphone movies. The alternative strains up with the social media firm’s analysis, which suggests customers really feel extra linked to model that share “unpolished content.”
This could also be true, however the venture is poised to draw a giant viewers regardless. The forged alone has a mixed attain of virtually 13 million, in accordance with Marchisotto.
If that’s not sufficient, actress Sarah Hyland, from “Modern Family,” will add extra star energy to the affair. Although she doesn’t seem within the film, she’ll have a good time the debut via her personal TikTok account, watching the movies, glamming up along with her favourite E.l.f. merchandise and sharing her favourite vacation film traditions.
The remaining contact could be the music. As the primary magnificence model to launch a music album and hit the Billboard high 20, the corporate wasn’t eager to skip over the soundtrack. So it’s invoking its unique vacation album, “E.l.f. the Hauls” — a product of one other crowdsourced marketing campaign on music video app Triller — to place remixes of “Deck the Halls,” “Jingle Bells” and different seasonal tunes in followers’ ears.
“I think the TikTok enthusiast and E.l.f. super-fan will absolutely see this as an incredible moment of entertainment that brings the joy, positivity and range of emotions that they’re used to seeing from our brands,” Marchisotto stated.
Stills from “Big Mood, Big E.l.fing City,” which options actual folks and, in fact, the model’s make-up.
The marketing campaign might look like a easy feel-good confection, however Movers and Shakers, the inventive company behind E.l.f.’s viral #eyeslipsface problem and its present vacation film, argues that it’s rather more than that. According to Evan Horowitz, the company’s chief government officer and cofounder, the hassle is indicative of social media advertising and marketing’s subsequent era of “participatory entertainment,” and E.l.f. is on the forefront of it.
While conceptualizing “Big Mood, Big E.l.fing City,” he stated, “we knew that consumers are hungry to be a part of their favorite brands’ stories. They don’t just want to see people like them, they want to personally be invited into the action.”
Figuring that out can take a lot of creativity. But that appears like Marchisotto’s specialty.
E.l.f.’s knack for social media preceded her, however she since she turned chief advertising and marketing officer two years in the past, the model’s string of trending campaigns and viral moments has helped rack up enterprise and market share, even throughout the pandemic. Now the corporate, which simply reported $91.9 million in web gross sales in its newest quarterly earnings, could also be heading for a cool dozen consecutive quarters of gross sales progress.
There had been a number of causes for that, together with savvy provide chain administration and the launch of latest merchandise. But TikTok campaigns and different viral moments — like befriending a sport present contestant who thought “E.l.f.” stood for “ears, lips, face” — helped and apparently fairly a lot. (For the file, it’s “eyes, lips, face.”)
Reportedly, TikTok has been testing a longer format in current months, and if it launches, that might open up much more prospects for Marchisotto. After all, if she will flip 15 seconds into a actuality present and three-minute movies into a film, think about what she might do with 5 entire minutes.