Glossy Covers Our Essence Makeup Campaign
Building awareness for beauty products on TikTok can be tricky with so many brands competing for attention. So Essence Makeup tapped Movers+Shakers to help them make a splash in a fun and TikTok-native way.
Not only did the campaign turn heads (over 57 million views), it generated 502 organic UGC videos, and this cool writeup in Glossy.
For the campaign, we were inspired by Essence’s clever product names, including the Baby Got Brow! Eyebrow Pencil and the I Like To Mauve It, Mauve It! Eyeshadow Palette. We turned these into real #unoriginalsongs and passed them to influencers to bring them to life.
With the help from creator @scarlet.may1 (5.7 million followers), who creates content with American Sign Language and others including @ryan.vita (1.1 million followers), @madiprew (2.1 million followers), and @pengpengclee (4.1 million followers) we were able to mauve it, mauve it all the way to the Glossy feature.
As a bonus, many other people created their own TikToks using Essence’s new #unoriginal music, further spreading the brand message.
