E.l.f Cosmetics remixed a branded TikTok video to encourage its customers to wash their hands and prevent the spread of coronavirus
Sign in or buy a plan to view this innovation
Spotted: In partnership with Mobile Marketer, E.l.f. Cosmetics remixed the song “Eyes. Lips. Face.”, which appeared on TikTok last autumn and was written by Grammy-Award winning songwriter iLL Wayno, to “Eyes. Lips. Face. Safe.” In it, singer Holla FyeSixWun washes her hands and sings about social distancing.
This TikTok remix is just another example of the way advertising is reacting in innovative ways to the COVID-19 pandemic. The video had over 4.7 billion views, and TikTok users are able to create their own remixes of the song, spreading the message even further amongst the young people who make up the vast majority of TikTok users.
The aim of the song is to spread the coronavirus message in a positive way. Throughout the last two months, panic has been strewn throughout social media and the press, and 57 per cent of U.S. consumers saying they have increased their purchases of personal hygiene products and started stockpiling as a result of this.
E.l.f is not the only brand to do its bit to help spread the message through advertising. Coca-Cola has created branded public service announcements (PSAs) about COVID-19, and Nike is offering free video workouts for people staying indoors. Both Hyundai and Toyota have also planned ads to show support for their employees and customers.