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That’s why we’re giving you a preview of eMarketer’s new report: Marketing on TikTok.
You can purchase and download the full report here.
It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.
Cosmetics brand e.l.f. is one of the latest advertisers to launch a paid campaign targeting TikTok’s Gen Z user base. Using the popular “Hashtag Challenge” ad unit, the brand recently launched its #eyeslipsface campaign, encouraging TikTok users to create videos showing off their makeup using an original song created for the activation. e.l.f. Beauty also purchased a 24-hour takeover ad, which prompted users to participate in the challenge upon opening the app.
“Gen Z is a huge audience for us,” said Kory Marchisotto, CMO of e.l.f., in an interview with eMarketer about the news of the partnership. “It’s of critical importance to make sure we’re not only where they are, but also serving up content that’s relevant to them.”See the rest of the story at Business Insider
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