Cosmetics brand elf has become the first beauty partner of “Hot Girl Walk”. The brand is making this known in its new campaign by parodying this social media “trend”, accompanied by Gabby Douglas and Patrick Warburton.
To celebrate the cosmetics company’s partnership with the Hot Girl Walk, elf has tapped Olympian Gabby Douglas and actor Patrick Warburton to voice the new campaign, parodying the look and feel of televised sporting events.
“Hot Girl Walk” what ?
In order to promote its Power Grip Dewy setting spray, elf is adopting a social media trend, notably seen on TikTok: The “hot Girl Walk”. But what is it? The goal is to move and go for a quick walk while motivating yourself with a pair of headphones, a motivating playlist, while focusing on positive thoughts, on goals in order to boost the ego during a walk. It was Mia Lind, an American who started this trend on social networks during confinement.
More than a spot, a sports report
The campaign spot is a parody made in the same way as a sports report, which makes us imagine that it could be linked to the big sporting event of the moment: the 2024 Olympic Games. To accentuate the parody of the clip, Olympic gymnast Gabby Douglas and actor Patrick Warburton play the roles of sports commentators. Typically, “Hot Girl Walks” walk up to about 6 kilometers in order to focus on positive thoughts. The parody of this spot then shows the challenges that these walkers face. And as luck would have it, the winner of the race used Power Grip Dewy Setting Spray to set her makeup before starting the walk. Masterstroke! The creator and founder of the “Hot Girl Walk”, Mia Lind, even makes an appearance as a judge.
Linking parody to real initiatives
The cosmetics company will sponsor a Hot Girl Walk event in Miami in August. The event will be coordinated with the release of a Snapchat Lens to reinforce the brand’s efforts. This new campaign is part of the brand’s ongoing drive to attract Gen Z consumers, while also tapping into digital trends. An example is the experience of a virtual store on Roblox, a gaming platform that is very popular with young consumers.
Source: www.e-marketing.fr
