Inside e.l.f Beauty and Chris Olsen’s viral social campaign

Plus: Walmart, Amazon, Instacart make search enhancements [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 23, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Marketers know the importance of direct mail. Watch our webinar, “Direct Marketing Cost Optimization to Save Your Budget,” to learn more about streamlining your direct marketing campaigns. [Sign up for free](! Was this email forwarded to you? Sign up [here](. TOP STORY [Lessons from e.l.f. Beauty and creator Chris Olsen on authentic creator marketing]( [E.l.f. Beauty’s “Make up over Makeup” campaign](, which launched in May, was a departure from what many think of as creator marketing. The campaign brought creators Chris Olsen, who boasts [12.1 million followers on TikTok](, and Ian Paget, who has [2.5 million followers on TikTok](, together after their [high-profile breakup]( for a conversation and makeover. The video focuses less on the products and more on uncomfortable conversations between exes. - The ad emphasizes what e.l.f. Beauty does well by [featuring viral products](, [empowering its creators](, and [innovating in unexpected ways](. - It also leverages influencer marketing, which has been [more resilient in growth than social ad spend](, according to our forecast. Here are four lessons from Olsen and e.l.f. Beauty chief brand officer Laurie Lam, who both spoke at Advertising Week New York last week, on building innovative creator campaigns. [Lessons from e.l.f. Beauty and creator Chris Olsen on authentic creator marketing]( [Keep reading]( NEWS AND VIEWS [TikTok is experimenting with 15-minute uploads]( Our view: A 15-minute TikTok video sounds a lot like a YouTube video. TikTok already has YouTube beat in time spent by users on the platform. Increasing time on TikTok means increasing ad impressions. [OMG touts new standards for social, retail, programmatic, CTV media]( Our view: Standardization could unlock more ad spend on each of these formats, but only if platforms actually agree to them. [Meta expands broadcast channels to Facebook and Messenger]( Our view: Launching these channels on Instagram has proved they can drive user engagement. Broadcast channels provide an intriguing blend of mass communication with a chat-like intimacy, making it an appealing avenue for followers to interact with their favorite creators. ANALYSIS [Walmart, Amazon, Instacart make search enhancements]( Ecommerce success relies on a seamless search strategy. To help consumers find, learn, and buy products more easily, retailers are building out their on-site search capabilities, adding video, incorporating AI, and giving shoppers more tools to find what they are looking for. Here are some of the latest improvements from Walmart, Amazon, and Instacart. [Keep reading]( THINGS TO KNOW 💄 [7 main takeaways on influencer marketing from AWNY 2023]( 🍎 [Apple may incorporate advertising into its original podcasts]( 📺 [See which platforms are canceling shows at the highest rate]( 📍 [Gen Z is all about location-sharing apps]( 🔎 [Google October 2023 Core Update rollout is now complete]( PODCAST [Behind the Numbers: The Daily]( AI rules to focus on first, Minecraft's milestone, and what AI chatbots can glean from a conversation. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Intuit Mailchimp. [Listen in]( THE BIG QUESTION Discovery channel: From what source are shoppers worldwide most likely to discover new products? A) Social media B) Influencers C) Messaging apps D) Livestream video [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](