Lulus is raising its (graduation) cap to 2021 grads with its very own TikTok song.

Lulus is raising its (graduation) cap to 2021 grads with its very own TikTok song. Lulus is taking a hint from E.l.f.’s viral “Eyes. Lips. Face.” song, and  producing their own TikTok anthem—a track called “Caps Off”—they hope graduating students will use in their videos. After researching what trends Gen Z is enjoying most on TikTok (hint: early 2000s fashion and music), Lulus produced a pop-punk inspired beat with the music agency Song Candy. The fashion brand’s VP of brand marketing—who formerly led the creation of the “Eyes. Lips. Face” campaign as senior director of global media at E.l.f.—understands the difficulty in getting a song to be used by people on TikTok. So, instead of paying for an official branded hashtag challenge, Lulus is tapping influencers to use the song in their videos, which will make it available in TikTok’s song library as a result. The brand has been watching its young audience of high school and college students flock to TikTok for quite some time, and for Lulus, “The next step was coming up with a campaign that matched what our audience was already engaged with there.” YPulse has reported that TikTok has become a major source of music discovery for Gen Z and Millennials, and brands producing their own viral hits for the app is one way to reach them there. (Glossy)