Elf Cosmetics partners with Outfront Media with Times Square Billboard promoting Twitch channel
Elves’ cosmetics Twitch channel, Elf you focuses on the “Game Up” concept or “the intersection of gaming and makeup”, according to the brand. When the channel launched last year, Elf held a “Game Up” contest on TikTok in which contestants posted videos of their “Game Up” looks or the makeup they wore to prepare to broadcast.
For the brand, there’s no better way to uplift women – literally – than to appear on a billboard in Times Square across from Madison Square Garden and in subway stations to spread its message loud and clear.
To do this, Elf has partnered with Outfront Prime, owned by Outfront Media, one of the largest out-of-home media companies, to extend the company’s reach to brands looking to leverage social out-of-home (sOOH) capabilities to engage the audience.
Outfront Prime leverages a portfolio of over 250 high-impact locations across the country while building on a trend that has grown organically in recent years: brands that drive social amplification using their out-of-home campaigns as primary content.
Leverage massive potential to grab attention
In producing this new sOOH sector, Outfront will leverage these capabilities and social learnings to work more closely with social media-focused brands and agencies to co-create opportunities to leverage the massive potential of Prime assets to attract attention. Additionally, the company now offers influencer marketing support ranging from consulting to social listening, including identifying influencers to work with through a partnership with Tagger. Outfront has begun rolling out new branding across its Prime locations, with the hashtag #outfrontprime to highlight this capability.
According to Comscore research, OOH campaigns generate seven times more social messages, per advertising dollar spent, than any other medium measured, plus five times more website visits, six times more social searches, and 5.3 times more of online shopping. Additionally, campaigns that combine social and OOH increase reach up to 10x.
Elf Cosmetics, along with HBO Max and (Red), have teamed up with top social media influencers to amp up their new campaigns. Prior to the relaunch, this has included name brands such as Adidas, Airbnb, Amazon, Chanel, Gucci, Hulu, Netflix and Uber Eats, to name a few. For instance, Calvin Klein, through its four-week Outfront Prime campaign featuring Jari Jones, garnered 3.1 million OOH impressions as well as 46.4 million potential people reached on Instagram. Dollar Shave Club achieved 19.9 million OOH impressions while generating a recall average of 65%.
Outfront Prime has also proven effective for brands looking to engage with Gen Z and Millennials, as 1 in 3 consumers of these demos searched for a brand on social media after seeing an OOH ad.
By connecting IRL to URL, Outfront Prime placements serve as the foundation for social media, delivering measurable traction and consumer engagement. They inspire not only influencers, but also consumers to pull out their mobile phone and capture a photo or video of a brand campaign, then share their passions in real time on their social media. In fact, according to research, OOH makes social and mobile work more difficult for brands, with the likelihood of a consumer clicking on a mobile ad after being exposed to an OOH ad resulting in 5.3 times more search queries and 7x more social posts than any other medium. , per advertising dollar spent. Additionally, 91% of Millennials and GenZers have shared a photo of OOH on at least one social platform.
Outfront Prime marks the evolution of this “social out-of-home” strategy, taking the powerful results noted above, and bringing them to the company’s largest and most iconic inventory. These include high-end display sites and walls that attract millions of eyeballs in high consumer traffic areas of major US cities including New York, Los Angeles, Chicago, Dallas, Miami, Washington , DC and Philadelphia.
Additionally, brands are actively using sOOH beyond these placements, with Outfront’s other premium assets being proven canvases for successful campaigns that extend their social media impact. These range from mass transit (e.g. fully wrapped trains and buses, station dominations, voice-overs and live charts) to those that take advantage of innovative technologies, such as spatial 3D, interactivity, reality augmented reality, virtual reality and Web3.
Check out a video of Elf Cosmetics’ New York campaign here:
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