Within the newest episode of The Velocity of Tradition podcast, Ekta Chopra, chief digital officer at e.l.f. Magnificence, sits down with Suzy founder and CEO Matt Britton to debate the model’s distinctive technique round digital experiences and progressive client tendencies.
Chopra is a visionary IT government who has spent her whole profession reworking non-public equity-backed corporations with cutting-edge applied sciences, high-performing groups and digital innovation.
Earlier than e.l.f. Magnificence, Chopra labored at organizations like Consortium of Data Methods Executives for Bay Space CIOs, the employee nonprofit James Irvine Basis, youngsters’s schooling group Induz and girls’s trend model Charming Charlie.
On this episode, Chopra shares why e.l.f. Magnificence is among the main Gen Z manufacturers, profitable partnerships with Chipotle and Twitch gamer Lufu, and the way the model leverages the metaverse, AI, ChatGPT and BeReal to realize a aggressive benefit.
- 04:55 – 06:27 – e.l.f.ing the Magnificence Trade – Chopra describes e.l.f. Magnificence as one of many main Gen Z manufacturers and a daring disruptor with a form coronary heart. She believes that having an empathetic, inclusive and various lens is essential for an important client expertise.
- 09:40 – 10:42 – Shifting at e.l.f. Velocity – e.l.f. continuously challenges itself to innovate. The corporate additionally strongly engages with its neighborhood to take heed to their opinions and suggestions. Chopra advises manufacturers to take heed to their customers, perceive them and serve them higher. She believes it’s additionally sensible to encompass your self with companions who know methods to function and talk in numerous channels, like TikTok.
- 10:43 – 14:10 – Gaming Partnership – e.l.f. Magnificence dove into the gaming world to assist feminine avid gamers. It partnered with Lufu, the second most-followed feminine gamer on Twitch, to be taught extra in regards to the gaming neighborhood and create a product that speaks to that phase of customers. Chopra additionally notes that not each channel is used for promoting. Some are precious by way of engagement or assist for neighborhood members.
- 14:10 – 16:20 – e.l.f. + Chipotle – E.l.f. observed how the ingredient bar at Chipotle regarded like an eyeshadow palette. The manufacturers linked on shared values, resulting in a profitable and progressive partnership. The primary marketing campaign bought out in 4 minutes, and their co-branded product, the Avocado Sponge, generated buzz on Reddit.
- 17:06 – 18:03 – Micro Influencers and Gen Z – E.l.f. Magnificence is stepping away from huge, paid influencers and connecting with micro-influencers. For the corporate, micro-influencers are extra various, genuine and linked with the model and its viewers, particularly Gen Z.
- 20:34 – 22:40 – Be First. BeReal – E.l.f. Magnificence is among the many first manufacturers to discover one of many fastest-growing social platforms, BeReal. This offers it the aggressive benefit of testing, studying early and understanding methods to present up authentically on this distinctive channel.
- 22:40 – 27:47 – Metaverse, AI and ChatGPT – Generative AI like ChatGPT, Jasper.ai and DALL-E is taking off. In a world that strikes on the pace of tradition, customers and types alike should be taught to leverage this new expertise. Along with AI, e.l.f. focuses on tech just like the metaverse and Web3 to grasp methods to present up on the platforms in a method that may be monetized sooner or later.