E.l.f. Cosmetics has launched a new campaign in Mexico, “Descubre e.l.f.ecto,” inspired by telenovelas. The two-episode series, meaning “Discover the e.l.f effect,” is being released on TikTok and Instagram and features relatable, drama-filled scenarios where affordable products save the day. The first episode centers around a girl looking for makeup that lasts, and the second features a group discussing a girl’s blush, revealing it’s from e.l.f. (and priced affordably). This campaign taps into the growing importance of entertainment in advertising, especially for young consumers who want to laugh and be entertained during ad breaks. It’s a part of e.l.f’s entertainment-driven strategy, following the brand’s recent launch in Sephora Mexico. (Marketing Dive)
📊 YPulse data: 59% of 13-39-year-olds are interested in brands making movie / TV series content to use as advertisements
