ESSENCE: UNORIGINAL SONGS
essence Cosmetics is a brand that encompasses all of Gen Z’s top priorities: fun, eco-friendly, youthful, and socially responsible. For essence’s first TikTok campaign, Movers+Shakers helped generate awareness for the brand on TikTok with the fun “Unoriginal Songs” influencer campaign, complete with parody versions of pop hits and classics!
BRAND CHALLENGE
The essence Cosmetics brand is Europe’s #1 cosmetics brand with high-aided and unaided awareness. As essence continues to develop the US market and build up awareness among all ages, the brand came to Movers+Shakers to help boost US awareness amongst GenZ users on TikTok.
CREATIVE SOLUTION
essence has a series of products inspired by some famous (and favorite) pop music hits! To stand out within the highly saturated beauty space, M+S rewrote those hits to be about essence, the I Like to Mauve It eyeshadow palette, and Baby Got Brow eyebrow pencil. essence launched an in-feed campaign where influencers danced, sang, and applied essence make-up to the tune of these ‘Unoriginal Songs’.
The Unoriginal Songs campaign made a fantastic splash for essence, with combined sound use in line with some hashtag challenges. An impressive result considering the campaign did not have a specific call-to-action to participate!
Our Unoriginal Songs had 57.2M views on songs and 511 sound uses.
After about two days of running the initial advertising, 53% of the website traffic was coming from TikTok, and one of the top-three-viewed products on essence’s website was the brow product.
essence’s web traffic increased 2.5x in the first week of the campaign.
