Dive Brief:
- Online retailer Lulus is teaming with multimedia platform HerCampus and social media creator Jalaiah Harmon to inspire shoppers with an original song and dance meant to spur a viral TikTok challenge, per an announcement emailed to Marketing Dive.
- Creative agency Song Candy overlaid music trend data with Harmon's musical inspirations to create the original track. The brand will also give out a $1,000 Lulus shopping spree as part of the campaign, which begins today (Sept. 9), as well as the chance to appear on Lulus' TikTok channel and a virtual styling session for the winner and one friend.
- The #LulusOriginal campaign is the latest in Lulus' pledge to support students and "young hustlers" online through ongoing scholarships and student discounts.
Dive Insight:
Lulus is taking a page from beauty brand E.l.f. with a branded TikTok campaign centered around an original song. A music challenge inspired by the beauty and cosmetics company name — an acronym of "Eyes. Lips. Face." — prompted one of the most viral campaigns in TikTok history, spurring more than 5 million user-generated videos, per a case study from partner agency Movers+Shakers. Now, Lulus is hoping its new track by agency Song Candy and associated dance challenge will generate a similar impact for the online retailer.
The music-driven campaign taps into the marketing industry's broader creative shift toward audio-based community building. Branded songs, albums, mixtapes and playlists have become a popular tactic for brands eyeing Gen Z consumers — including E.l.f., Barilla pasta and Liquid Death water — as a way to circumvent ad clutter and organically reach people on their preferred channels.
At the same time, Lulus looks to serve as a changemaker for equity and progress by casting Harmon to lead its campaign and choreograph a dance to the original song. The move aims to empower diverse creators following events where Harmon and other creators didn't receive credit for viral TikTok trends. The online retailer is simultaneously using its latest campaign to elevate new online trendsetters and as a statement to give credit to creators who are changing the social media landscape.
The #LulusOriginal campaign is the latest in the retailer's commitment to supporting students through a partnership with HerCampus. Lulus helped to relaunch the media platform in July, placing Harmon in Lulus apparel on the first digital cover of HerCampus. Extending the partnership onto TikTok this fall could help the duo reach a combined 28.5 million TikTok users, per the announcement.
