Elf Cosmetics

THE BRIEF

Music marketing is nothing new for a brand like e.l.f. Cosmetics. In 2019, the company invested heavily in music, making it the centerfold of many of their largest product and advertising campaign launches. As an example, one of e.l.f Cosmetics’ most iconic songs was the Eyes Lips Face TikTok song. It went so viral across TikTok that it became the most viewed music-driven campaign at that time. The song was eventually co-licensed with Atlantic Records and has driven more than 20M streams across DSPs to date. Continuing its commitment to music marketing, e.l.f. Cosmetics once again used music as its centerpiece for launching its highly anticipated 2020 holiday gift set, which would be sold both online and exclusively at Target.

THE WORK

To promote this launch, e.l.f Cosmetics turned to Movers + Shakers and CAD Management to not only debut the brand on social media platform Triller, but create a full 5 song holiday album that would spread the holiday cheer to e.l.f. Cosmetics’ millions of consumers. To start, Movers + Shakers enlisted influencers Loren Gray, Michael Le, and the Bad Wiggies to build original music videos that brought the records to life in an e.l.f. indulgent way. The songs were so well received by the general public that the album was featured in publications such as The New York Post. It garnered over 12M collective plays on Triller and over 17M impressions on TikTok. The songs on Triller were so popular, that the songs charted on the top 10 of the Billboard and Triller charts.

R E S U L T S

CHECK OUT SOME OF OUR OTHER FAVE WORKS WE’VE DONE