Eos shifted advertising spend to TikTok, where their first hashtag challenge already has 1.5 billion views. The lip care brand rebooted their image last year and upped their media spend to let everyone know; now, they’re the latest beauty brand to funnel some of that spend into the short-form video app. They launched a #MakeItAwesome campaign, challenging users to creatively integrate Eos into videos for a chance to win products. Influencers have joined the challenge, snow-balling engagement and views, which have skyrocketed past one billion, according to counts on TikTok as of this publishing. (Glossy)
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