Brief:
- E.l.f. Cosmetics will debut a five-song vacation album on Triller, billing itself as the first appeal brand to launch a campaign on the video-sharing app, according to news shared with Marketing Dive. The “e.l.f. the hauls” album and wider marketing effort were established with agency Movers+ Shakers.
- The cosmetics company partnered with up-and-coming musicians Halston Dare, Yasmeen, Kiana V, and Rosette to take on seasonal classics with a brand-focused twist, such as tracks “Jingle Bells (e.l.f. Remix)” and “Delight to the World (e.l.f. Remix).” Each song is accompanied by a music video starring influencers that will be shared with Triller, with additional versions operating on Instagram, YouTube, and TikTok.
- Triller is frequently placed as a rival to TikTok, the ByteDance-owned app where E.l.f. has previously gone viral thanks to initial music. Directing more marketing financial investments towards Triller reveals the cosmetics online marketer continuing to put bets on emerging digital platforms where Gen Z invests time.
Insight:
E.l.f.’s album of remixed holiday classics is notable for debuting on Triller, an app that’s contending for the very same audiences as TikTok and has a similar focus on music-oriented, short-form videos. The cosmetics online marketer has seen frequent success on ByteDance’s platform, particularly when it concerns producing initial tunes. A music difficulty fixated the E.l.f. name– an acronym of “Eyes. Lips. Face.”– resulted in one of the most viral projects in TikTok history, resulting in over 5 million user-generated videos, according to a case research study shared by partner company Movers+ Shakers.
Even as TikTok continues to assist E.l.f. raise brand name awareness with coveted young consumer groups, the online marketer is clearly pressing to diversify its digital media bets. The brand name has tapped a team of influencers to star in the “e.l.f. the hauls” Triller music videos, consisting of Loren Gray, Michael Le, and the Bad Wiggies, which might assist it to connect with young audiences who would rather receive messages from content creators than celebrity spokespeople. The videos feature holiday kits E.l.f. is selling through its web store and exclusively in-stores at Target.
Triller has a fraction of TikTok’s user base, and its self-reported audience size has been objected to, per a current report by Organization Insider. But Triller might be able to avoid controversy if it continues to snag more buy-in from brand names that can provide it higher trustworthiness and income capacity. NYX Expert Makeup, an E.l.f. a competitor that also has a heavy TikTok existence, plans to roll out a project Wednesday that will include a Triller component, including a live-streamed concert, Glossy reported.
Pepsi previously this month revealed it would sponsor a virtual hip-hop competitors on Triller hosted by the artist Fat Joe. The “Your Wildest Dreams” contest goes through Dec. 15 and will approve the winner an area in a Wild Cherry Pepsi industrial set to air next year. Influencers, too, are paying more attention to the app. Charli D’Amelio, who is the most popular TikTok developer with an audience of 102.4 million followers, joined Triller in September.
E.l.f. is running other digital experiments as part of its bid to court Gen Z charm buyers. The company last month unveiled a collaboration with Kathleen Belsten, a Twitch gaming streamer and social media character who passes the name Loserfruit and commands countless fans. With the tie-up, E.l.f. is wanting to tap into a player market it considers as underserved by cosmetics brand names, including male fans of Loserfruit.
