Behind the Scenes of E.l.f's Marketing Magic: A Case Study
In 2004, e.l.f. Cosmetics, the abbreviation for eyes, lips, face., sprang to life thanks to Joseph Shamah and Scott Vincent Borba. What sets them apart is their reputation for offering vegan and cruelty-free beauty products that don't break the bank. Their priciest item, a brush set, won't cost you more than $50, while some products start as low as $3.
E.l.f. Cosmetics doesn't just sell makeup; they're on a mission. They want everyone to feel beautiful without emptying their wallets. Their message is crystal clear – they stand for fairness and believe that quality beauty should be affordable for all.
Let's dig into why this brand resonates so well with the younger generation.
Community-Led Growth
It's a strategy where companies go the extra mile, looking beyond their products and services. Instead, they focus on building strong relationships with consumers, nurturing brand loyalty, trust, and getting folks to advocate for them.
E.l.f. Cosmetics gets this. They know that to make it work, they have to walk the talk, invest in community management and engagement, and really get what makes their Gen Z customers tick.
These guys were one of the first to hop on the TikTok and BeReal bandwagons. Why? Because their community gave them the heads up. They're not afraid to make bold moves because they know their customers will light the way.
But here's the million-dollar question: How do they keep up with their customers' lightning-fast pace?
E.l.f. Cosmetics' Game-Changing TikTok Campaign
E.l.f. was determined to make a splash with Gen Z on TikTok, and they had something pretty novel in mind. They came up with their very own TikTok anthem, the catchy #eyeslipsface song. The goal? Get TikTok creators to groove to this original track in their videos. What happened next was nothing short of a viral sensation. The song took off, racking up an astonishing 7 billion views and smashing a bunch of records along the way.
What e.l.f.'s Approach Teaches Us
Know Your Audience and Dare to Be Bold: e.l.f. didn't just target Gen Z; they embraced and embodied the essence of this generation. This clarity allowed them to make strategic decisions about channels, brand messaging, content, and product launches.
Follow Your Audience: Instead of pouring their marketing budget into platforms like Facebook, e.l.f. astutely recognised that Gen Z's playground was TikTok. They concentrated their efforts where their audience spent the most time. Furthermore, they adapted to their audience's behavior by exploring emerging channels like BeReal and venturing into the world of NFTs.
Leverage Data for a Deeper Understanding of Your Consumers' Behavior and Enhance Their Experience: It might sound like a feel-good story, but the brand harnessed a wealth of data sources and conducted a thorough analysis to gain precise insights into their consumers' preferences and buying habits. Moreover, they put this valuable information to work by tailoring their digital experience to match these insights.
Stay in Tune with Your Audience's Sentiments via Social Listening and Engagement: This involves using social listening tools, actively participating in comment sections, establishing Facebook groups or Discord channels, or employing various methods to connect with your audience. However, the key is not just speaking to your audience but also actively listening to them. By doing so, you can pick up on subtleties, inside jokes, and opportunities to further strengthen their trust in your brand.
Embrace Your Brand's Personality and Integrate it into Your Audience Interactions: A significant factor in e.l.f.'s triumph lies in their unwavering authenticity and unapologetic stance regarding their brand identity. This can be especially challenging if certain aspects of your brand might not resonate with everyone. E.l.f. proudly displays their bold and audacious personality without reservation, recognizing that it serves as a magnet for their ideal consumers, and they don't shy away from it.
All in All…
E.l.f. Cosmetics has built its strategy around fostering community growth, recognising the necessary steps to achieve this. What they have accomplished is the ultimate growth cycle, with consumers transforming into brand advocates who create content without any prodding. Based on their TikTok account, it appears they're having a blast along the way.
