I recently read an article called “Inside beauty brand Eos’ long-term TikTok strategy” by Emma Sandler. Sandler discusses Eos current TikTok campaign – an Easter egg hunt using Eos lip balms, which was launched April 4. The company is collaborating with 15 influencers (with a collected reach of <50 million followers) who are asked to create the Easter egg hunts and then encourage their followers to guess how many “egg” lip balms that were hidden.
Over the course of nine day, Eos are having its employees react to the influencers’ videos using the duet feature on TikTok which let the two videos appear side-by-side in one video. The employees are typically reacting to the influencer video either by dancing or appearing to catch lip balms from the original video while revealing the correct number of hidden “eggs”. People who made a correct guess are entered to win a gift basket with Eos products and the winners are announced on Easter Sunday.
I found it interesting to read about how TikTok creates a significant higher engagement rate than Instagram. The article states “Whereas on Instagram a brand is aiming for 2-4% engagement (through likes and comments), TikTok can generate engagement (through likes, views, comments and duet responses) of 10% or higher.” This Easter campaign is Eos’ third campaign on TikTok and their previous campaigns saw a 14.5% and 12% engagement. The article says that Eos CMO Soyoung Kang estimates to double the companies investments in TikTok for 2020, and that to me, seems like a brilliant idea.
Another thing that grabbed my attention was a quote by Pierre-Loïc Assayag, founder and CEO of influencer marketing management platform Traackr. He said “Brand can’t just push products on TikTok. Instead, they have to think about ways to push their brand values and have them feel authentic with the TikTok vibe.” Assayag means that TikTok is unique because it has a positive and playful vibe that other social platforms are lacking. From reading this article and learning about Eos’ current campaign, I feel like their campaign is just that, playful and positive and also – perfect in time. People are “bored in the house, and they’re in the house bored” and have tons of time to participate in a fun and engaging Easter egg hunt challenge. Well done Eos. I am excited to see the results of this campaign.
moalovisa 
