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Beauty brands are still learning to navigate TikTok, but if there’s one “playbook” that has proven a hit, it’s the music-based campaign, embraced by the likes of Elf In Essence Makeup’s first TikTok campaign, she recruited a creative agency Movers + Shakers To help build a campaign based on music, it’s called #unoriginalsongs.
The launch of the TikTok campaign was just a matter of time for the brand, which prides itself on “fun,” said Jill Krakowski, Brand Marketing Director, Jill Krakowski.
“Throughout 2020, especially during the lockdown, we were watching and observing what was happening with TikTok,” she said, noting that just before the shutdown, Black Sheep Lipstick Kiss Organically transmitted to the virus. “We saw this huge spike in sales right away. That’s when we really woke up and said, ‘TikTok is here to stay.'” He leads the business. ”
At that point, the brand began partnering with TikTok influencers to create content, add TikTokers to its PR lists, and ensure TikTokers had access to Essence products. In 2021, Essence began displaying ads on the platform by promoting content made by creators.
On December 15, the brand presented its first TikTok campaign created in partnership with Movers + Shakers, which ran until December 29. In the United States, Essence is famous Lash Princess MascaraSo, the company decided to focus on other products. The matching hashtag #unoriginalsongs has received 56.2 million views. According to Movers + Shakers creative director John McGill, “We had 511 organic audio uses on TikTok, which means consumers saw ads, went and found music and actually created TikToks on their own, which is really unique.” This is somewhat to be expected when a brand’s campaign is centered around the “Challenge” and has a call to action. And it was a sign of the success of Essence, who used the initiative as a classic influencer campaign and didn’t ask fans to participate – it was a happy surprise that they did. The campaign was aimed at increasing brand awareness in the United States, as the brand is larger and more popular in Europe.
For the campaign, Essence and Movers + Shakers drew inspiration from existing Essence products with pun-based names, including Baby I got an eyebrow! eyebrow pencil ($4.99) and I love to spoil her, Violet! eye shadow palette ($3.99). Instead of creating original music, Essence has licensed the songs on which their product names are played and created original, fun lyrics. for example, “Oh my gosh, Becky, look at her eyebrows / They’re so big / She gets… ah! / She wants to pull a brush / ‘Cause you’re jealous of her brows / Deep in her pocket she holds / A pencil from Essence as I stare.”
Essence’s TikTok account has over 551,000 followers. In addition, he hired eight influencers to post content using songs – four influencers per song. Among the paid partners is @Scarlet.may1 (5.7 million followers), who creates American Sign Language content. “It is important for us to include creators from diverse backgrounds, because representation is so important to both the movers + shakers and the core,” McGill said. Other influencers include @ryan.vita (1.1 million followers), madiprew (2.1 million followers), and pengpengclee (4.1 million followers).
Grab the “Baby got brow” eyebrow pencil to give your essential look a great touch! @essence.cosmetics #babygotbrow #Ad #unoriginalsongs
♬ Baby Got Brow – Essence Cosmetics
Although the paid element of the campaign has ended, the songs continue to live in TikTok’s music library. According to Movers + Shakers founder Evan Horowitz, the beauty industry was one of the early adopters of TikTok marketing. And music, which the agency specializes in, is absolutely essential to TikTok’s success. However, it’s not the same way a song heard on TV was supposed to work. “Back in the day, there was a jingle. It was meant to get stuck in your head, and designed to jump in your face,” Horowitz said. “But the way we use music at Movers + Shakers is to build the cultural relevance of brands. That’s still really cute, but we don’t do want to stand out. We really want him to integrate. Because we want our customers [songs] To feel like they’d be in your playlist on Spotify, anyway.”
In the end, Krakowski considered the campaign a huge success. “About two days after running the initial ad, 53% of the site’s traffic was coming from TikTok. Before, it wasn’t even close to that. And one of the top three most viewed products on our site was the brow product. In terms of traffic that came to the site , it increased two and a half times in the first week of the campaign. That tells me so, even though we were [just] In an effort to build awareness, people were interested, engaged, and actually left the platform to come to my website and explore the brand.”