JSFiddle - React, Tailwind, and code Playground

HTML

<div class="bg">
  <h1>
    <em class="text-wrapper">
      <em class="text">Эффект</em>
    </em>
    
    <em class="text-wrapper">
      <em class="text">Новая строка</em>
    </em>
  </h1>
</div>

CSS

* {
  -webkit-box-sizing: border-box;
  -moz-box-sizing: border-box;
  box-sizing: border-box;
}
body {
	margin:0;
}
.bg {
	background: url('https://images.unsplash.com/photo-1570651850441-090417e4f3f6?ixlib=rb-1.2.1&ixid=eyJhcHBfaWQiOjEyMDd9&auto=format&fit=crop&w=2125&q=80');
	    position: relative;
    width: 100vw;
    height: 100vh;
    background-size: 100%;
    background-repeat: no-repeat;
}

h1 {
    font-size: 5rem;
    color: #222;
    line-height: 1.5;
    position: absolute;
    top: 50%;
    left: 50%;
    transform: translate(-50%, -50%);
}

h1 em {
  white-space: nowrap;
}

.text-wrapper{
  overflow: hidden;
  display: block;
}

.text{
  transition: transform .4s ease-in-out;
  display: inline-block;
  transform: translateY(100%);
}
h1 .text-wrapper:nth-of-type(1) .text{
  transition-delay: .0s;
}
h1 .text-wrapper:nth-of-type(2) .text{
  transition-delay: .1s;
}

h1:hover .text {
  transform: translateY(0%);
}