EOS is giving influencers control of their TikTok campaigns. The skincare brand, which was one of the first to invest in marketing on TikTok, is in their “sophomore phase” of advertising on the social platform. With more than 222,000 followers on their account, their first campaign #makeitawesome (which collected 5.8 billion views, had a 14.5% engagement rate, and had 340,000 users participate) was part of the brand’s “multi-platform relaunch.” Following that success, they experimented with influencers for campaigns to “drive organic growth” on their channel by allowing creators to make what they wanted, which resulted in more “authentic” long term partnerships. The brand recommends a “two-pronged approach” of combining paid campaigns with a more “controlled, organic presence” through their own channels. (Digiday)
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