Brief:
- E.l.f. Cosmetics released a remix of an original song that first appeared last fall in a branded hashtag challenge on social video app TikTok, per information shared with sister publication Mobile Marketer. The remix is part of an effort to raise awareness about preventing the spread of COVID-19, the illness caused by the coronavirus.
- The cosmetics brand changed the title of the song from “Eyes. Lips. Face.” — from which e.l.f.’s name is abbreviated — to “Eyes. Lips. Face. Safe.” and created a new TikTok video with musical artist Holla FyeSixWun and Grammy-Award winning songwriter iLL Wayno. The video demonstrates hand washing and social distancing, as recommended by health officials to help curb the pandemic.
- Creators such as Michael Le, Avani and Annalisse created their own TikTok videos soundtracked by the remixed song. E.l.f. again collaborated with record label Republic Records and creative agency Movers+Shakers on the new song and video.
Insight:
E.l.f.’s remixed song and TikTok video are another sign of how brands are revamping their marketing messages amid the coronavirus pandemic. The cosmetics brand’s first “Eyes. Lips. Face.” video generated 4.7 billion views while TikTok users created their own videos using its original song as a soundtrack, per information shared with Mobile Marketer. The remixed version already has spawned more than 4,000 videos by TikTok influencers and users, helping to spread the message of COVID-19 prevention among millions of younger people worldwide.
@elfyeah It’s a ##Zoom dance party! The e.l.f. team wants to remind you to stay safe & don’t touch ya face! @elfcosmetics ##elfyeah ##eyeslipsfacesafe
The remixed song strikes a more serious tone that reflects people’s concerns about the pandemic, with 57% of U.S. consumers saying they have increased their purchases of personal hygiene products based on fears of the coronavirus, per the most recent tracking survey by researcher Morning Consult. Consumers also have boosted purchases of home-cleaning products (57%), canned goods (43%) and medical supplies (33%), the researcher found. With its remixed song, e.l.f. can help to raise awareness about personal hygiene and engender positive sentiment toward its brand as consumers seek more reassuring messages from advertisers.
E.l.f. is among the brands that have reworked their advertising during the pandemic to emphasize their commitment to helping others. Chiquita Brands, Coca-Cola and Mucinex created branded public service announcements (PSAs) to provide accurate information about COVID-19 and its prevention, Adweek reported. Altruism is another common theme, with companies like backpack maker JanSport creating a TikTok campaign to raise awareness for a charity group that helps students affected by the coronavirus. Nike this month started offering its video workouts free of charge as people stay indoors to avoid infection and transmission, while Hyundai and Toyota quickly edited planned ads to show support for both employees and customers.
TikTok’s downloads almost doubled to 112.9 million in February from a year earlier, bringing the lifetime total to 1.9 billion, per app analytics firm Sensor Tower. As this year’s most downloaded non-game app, TikTok has significant global reach for brands like e.l.f. that seek to reach younger consumers who rely on their smartphones for social interaction and entertainment. That reliance on TikTok has grown as people practice social distancing to avoid coronavirus infection and turn to social networks to stay connected with the outside world. TikTok’s popularity has lured interest from advertisers including American Eagle Outfitters, Chipotle, Ralph Lauren, Uniqlo and Walmart.