In accordance with data shared with sister publication Advertising and marketing Dive, Elf is the primary official magnificence companion of Sizzling Woman Stroll, a health group that encourages motion amongst girls. To mark the partnership, the cosmetics firm launched a two-minute video parodying the appear and feel of televised sports activities competitions.
Olympian Gabby Douglas and actor Patrick Warburton act as sportscasters within the clip, offering play-by-play commentary for 3 completely different walkers as they compete. Developed in partnership with company Movers+Shakers, the parody incorporates a well-liked TikTok development whereas tapping into Olympic hype. The “Sizzling Woman Stroll Championship” parody seeks to additional set up Elf as an leisure model.
Elf is embracing a social media development to advertise its Energy Grip Dewey Setting Spray with a parody accomplished within the fashion of a sportscast. Douglas and Warburton sit side-by-side in a artistic clip that not solely touches on so-called “sizzling woman walks,” but additionally leans into the thrill of the Olympics. Parody has a brand new sponsorship and product bundle as the corporate appears to cement its authenticity as an leisure model.
“The genesis of the Sizzling Woman Stroll Championship was two-fold: First, there was an perception that our group and even our Elf workers gripped by group strolling, and second, our group’s pleasure for the unimaginable makeup-gripping and endurance of Energy Grip Dewey Setting Spray,” in a press release. Chief Model Officer Lori Lam stated.
Sizzling Woman Walks are sometimes 4 miles lengthy and are supposed to assist members give attention to mindfulness. The parody reveals such pedestrian encounters, resembling leaf blowers, with Douglas and Warburton offering protection in a sports activities broadcast fashion. The winner of the “Championship” used Energy Grip Dewey Setting Spray to set their make-up earlier than beginning the stroll. Sizzling Woman Stroll creator and founder Mia Lind makes a cameo as a decide.
To attach the parody with real-life activations, the cosmetics firm will sponsor a Sizzling Woman Stroll occasion in Miami subsequent month. The occasion will coincide with the discharge of a Snapchat Lens that can additional improve the model’s efforts in cellular channels Elf has lengthy tapped into digital developments to achieve youthful customers, not too long ago launching a real-world commerce expertise with Roblox, a gaming platform in style with youthful customers.
Elf continued its push into entertainment-led advertising, significantly digital and TV, final month with an Animal Planet-style advert starring British actress and activist Jamila Jamil. The corporate has elevated advertising spend to 25% of internet gross sales in fiscal 2024, a heavy funding that has helped the model entice youthful customers and enhance gross sales.
