Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Struggling to capture the attention-challenged Gen Z consumer? Be concise, engage and video, video, video. That's why e.l.f. cosmetics launched their first hashtag campaign on TikTok in a rebranding
effort to reach the newly influential audience. The beauty brand wanted to connect with Gen Zers in a way that was platform native, so they did something that had never been done before.
The Twitter tipping point occurred when actors Lin-Manuel ("Lin the Man-uel") Miranda and Ben ("Jean Ralphio") Schwartz engaged in an exchange over their nicknames.