Jun 18, 2022
In Education Forum
Cosmetics will debut a five-song holiday Coinbase User List album on Triller, billing itself as the first beauty 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 broader marketing effort were developed with agency Movers Shakers. The cosmetics company partnered with Coinbase User List 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 “Joy to the World (e.l.f. Remix).” Each song is accompanied by a music Coinbase User List video starring influencers that will be shared to Triller, with additional versions running on Instagram, YouTube and TikTok. Triller is frequently positioned as a rival to TikTok, the Byte Dance-owned app where E.l.f. has previously gone viral thanks to original music. Directing more marketing Coinbase User List investments toward Triller shows the cosmetics marketer continuing to place bets on emerging digital platforms where Gen Z spends time. Dive Insight: E.l.f.’s album of remixed holiday classics is noteworthy for debuting on Triller, An app that’s vying for the same audiences as TikTok and has a similar focus on music-oriented, short-form videos. The cosmetics marketer has seen frequent success on Byte Dance’s platform, particularly when it comes to producing original songs. Coinbase User List A music challenge centered on the E.l.f. name — an acronym of “Eyes. Lips. Face.” — resulted in one of the most viral campaigns in TikTok history, leading to over 5 million user-generated videos, according to a case study shared by partner agency Movers Shakers.