Why e.l.f. is Bullish on Social Commerce - Whether TikTok Stays or Goes

Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.

Takeaways:

Leverage Social Media Platforms for Community Building

 e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.

Expand Beyond Social Media

While rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.

Creator Partnerships with Clear KPIs

They segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.

Focus on Cultural Relevance

e.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.

Measurement Tailored to Channels

Metrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads.

Guest: Regine Fung

Host: Mike Shields

Sponsor: Epsilon 

Producer: FEL Creative