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In Focus: e.l.f.'s TikTok Success
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This marketing case study explores how e.l.f. Cosmetics successfully built an advertising campaign on TikTok, reaching Gen Z consumers through its viral Eyes Lips Face hashtag challenge. Learners will acquire vocabulary related to digital marketing, social media strategy, and consumer behavior, including terms like hashtag challenge, user-generated content, brand awareness, and net sales. The video also discusses the differences between content strategies on TikTok versus Instagram, making it ideal for learners building business and marketing English skills.
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Subtitles (34 segments)
DownloadWith almost as many articles trying to describe what a TikTok is, as there are posts on the
platform, TikTok remains an enigma for those not already in the know.
So how do you build an advertising campaign on the platform without resorting to magic
tricks?
TikTok's roughly 30 million active monthly users in the U.S. pales in comparison to the
over 100 million active users on Instagram, but TikTok offers a unique opportunity.
This is Katie Grudy, research principal for beauty at Gartner for Marketers.
Full subtitles available in the video player
Key Vocabulary (25)
A mark (✓) used to indicate that something is correct, chosen, or done; a short, sharp, recurring clicking sound, typically made by a clock or watch.
Tock is the low, heavy sound that a large clock makes, typically following the higher-pitched 'tick'. It represents one beat of the clock's mechanism, marking the passage of time.
The word 'users' refers to individuals who utilize or operate a particular system, service, or product. It is most commonly used in the context of technology, such as people who interact with websites, applications, or computer hardware.
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