She pointed to the example of e.l.f.’s Jelly Pop primer, which is infused with watermelon extract. After it was discontinued from the collection, the brand brought it back due to demand from fans on social media. 

Marchisotto learned why exactly consumers wanted Jelly Pop by hosting TikTok Live events in which she and the head of research and development could talk directly to fans. She then brought those insights to the chief financial officer, who greenlit the product launch. 

“Now you have our community in the boardroom,” Marchisotto said. “They are part of the journey—that is how we create emotional resonance.”

When Hartbeat creates content, it “puts [fans] in on the joke,” said Randolph. “We acknowledge their truth and build upon their experiences. Then you’re able to build something really meaningful—not just delivered to them but with and through them.”

Master the partnership

Unexpected brand partnerships are a marketing trend right now, but it takes a certain savviness to pull them off. 

Randolph said marketers are having to relearn how to collaborate with creators, especially amid the rise of branded entertainment. She called it “co-storytelling” and said they use the principles of improv in brand partnerships. 

“We invite [brands] into the sandbox. The rules are ‘yes and,’” she said. 

When e.l.f. looks to form partnerships, Marchisotto advised, “it all starts with being kindred spirits. You need to work with people who have a shared value system and set of beliefs.”

E.l.f.’s partnership with Chipotle certainly turned some heads in 2021. Though e.l.f. is a beauty brand and Chipotle is a food chain, the two found a common mission: “To take high quality ingredients and make it available to the masses,” Marchisotto recalled.

Some executives at e.l.f. initially questioned the collaboration, but the two brands drew inspiration from fan conversations on social media. The result was a Chipotle-themed makeup collection, including an eyeshadow palette with color shades inspired by burrito ingredients like salsa, guacamole and rice. 

The collection sold out in minutes—or, as Marchisotto put it, “We broke the internet.”