The brand shared how its social media strategy has helped grow its community during a panel discussion at Advertising Week.
Elf Beauty’s high-profile marketing features parodies of real-life crimes, such as George Washington sporting acne scars and dicks posted on New York City subway stations, but its TikTok profiles total 400 It’s been viewed more than 100 million times, but the brand says it’s not just about going viral. View.
“Viral is not our goal. Our mission is disruptive,” said Elf Beauty Chief Brand Officer Laurie Lamb, co-founder and CEO of Movers + Shakers, on Tuesday. He spoke during a panel discussion at Advertising Week New York moderated by CEO Evan Horowitz. Elf Beauty hired Movers+Shakers to create social media content five years ago.
This “disruptive” approach to marketing has also unlocked connections with previously underserved communities, Lamb said. For example, a five-piece corpse paint collection in collaboration with Liquid Death “felt seen” by the goth community, Lamb said.
After the product sold out in 45 minutes, the company posted a video on TikTok of the coffin package being unloaded into a mini-burial site, filmed in the backyard of an Elf social media team member’s home. Horowitz said this handcrafted style of production resonated with TikTok viewers due to the dating app trend.
“Disruptive” thinking also applies to approaches to consumer insights. To connect with true crime fans, Elf created a 15-minute true crime parody titled “Cosmetic Crime” to conceptualize “intergenerational cosmetic crime,” where families steal each other’s cosmetics. This idea came directly from our users.
“We were thinking, ‘How do we reflect our community, their passions, their pain points?'” Lamb says of the inspiration for much of Elf Beauty’s marketing efforts. spoke.
The approach seems to be working, as Elf’s viral project has resulted in over 18 million visits to its TikTok Shop storefront, according to the brand.
