ABOUT

For over a year, e.l.f. had been building credibility as a music hitmaker, with a series of original branded songs going viral. So what was next?

An emerging social platform called Triller was emerging as a fast-growing hub focused on music and music videos, but only a few brands had ever ventured there. So we married e.l.f.’s credibility as a musical hit maker and willingness to take risks, with Triller’s music-first community, to make musical sparks.

We created e.l.f.’s first-ever full-length album, e.l.f. the Hauls, to bring holiday cheer through music, self-expression and joy (and bring levity to the holidays after a challenging 2020). To produce these songs, we recruited four Triller-native singer/songwriters. Together we put an e.l.f. twist on Jingle Bells, Up on the Housetop, and other classics. The campaign launched across social (Triller, TikTok, Instagram) & music services (Spotify & Apple Music). We created music videos headlined by top TikTok influencers, featuring e.l.f. products.

Ever think a beauty brand could create a Billboard-chart topping hit? FOUR of e.l.f.’s original songs hit the top 20 on Billboard, next to JLo, Mariah Carey, and Megan Thee Stallion. Additionally, e.l.f. generated a ton of PR buzz, earning 340 million media impressions with headlines saying “e.l.f. Cosmetics’ Makes Beauty and Music History.” Moreover, the album reached 40 million views/listens!

The campaign drove excitement and brand love, with social media comments saying “okay but why is this song so elfing good?” and “I’m definitely going to have this album on REPEAT”