e.l.f. Cosmetics' 'Big Mood, Big e.l.f.ing City' is a TikTok Exclusive
Laura McQuarrie — December 16, 2021 — Fashion
References: elfcosmetics & adweek
Big Mood, Big e.l.f.ing City is a TikTok native film that recently premiered on the platform and it marks the first time e.l.f. Cosmetics has made a TikTok native film crowdsourced from the video creation platform’s own community. This TikTok-exclusive holiday film was shared to the beauty brand's TikTok channel in three segments, each three minutes in length.
The holiday film tells the story of Ash (Fia James) on a trip to surprise a best friend, only to discover that the friend is not in the Big City for the night. Four "holiday e.l.f.z" step in to take Ash on a holiday adventure and each one of the e.l.f.z represents one of the brand's best-selling products, Big Mood, Petty Primer, Camo Cutie and Power Grip Primer.
On TikTok, the whole community was invited to submit their audition in the form of duets with influencers.
The holiday film tells the story of Ash (Fia James) on a trip to surprise a best friend, only to discover that the friend is not in the Big City for the night. Four "holiday e.l.f.z" step in to take Ash on a holiday adventure and each one of the e.l.f.z represents one of the brand's best-selling products, Big Mood, Petty Primer, Camo Cutie and Power Grip Primer.
On TikTok, the whole community was invited to submit their audition in the form of duets with influencers.
Trend Themes
1. Crowdsourced Content Creation - Brands can now use social media platforms like TikTok to create crowdsourced exclusive content and use the engagement and participation of the community to promote their products.
2. Influencer Marketing - Companies can partner with influencers on social media platforms like TikTok to create authentic content that resonates with the audience and strengthens their brand image.
3. Product Placement Advertising - Brands can use the concept of product placement in TikTok native films and videos to create engaging and immersive advertising for their target audience.
Industry Implications
1. Beauty - Crowdsourced content creation through social media platforms like TikTok can enable beauty brands to promote their products in an engaging and interactive way, effectively reaching out to their target audience.
2. Entertainment - The popularity of TikTok and its ability to enable collaborative content creation can enable the entertainment industry to promote movies, TV shows and other content by creating content that resonates with the audience.
3. Marketing and Advertising - Social media platforms like TikTok can be an effective medium for marketing and advertising, allowing companies to reach out to their target audience by tapping into the viral and participatory nature of these platforms.
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