eos, the mission-driven company that elevated lip balm far beyond basic, wanted an annual program designed to yield engaging influencer stories about its beauty aisle breakthroughs.
Working hand-in-hand with eos brand marketing and communications teams, Collectively developed a year-long strategy to coordinate the efforts of a 500-person strong community of advocates who promoted key innovations.
An Ambassador group of trailblazing household names in beauty, style and lifestyle posted alongside a group of mid-tier Evangelists. Together, they integrated new eos launches like their dreamy, creamy shave lotion and limited edition flavored lip balms into playful Youtube videos and Instagram posts, Stories and IGTV content which was optimized quarterly to strategically drive purchase consideration. A monthly sampling initiative with 400 micro-influencers anchored the program, delivering ongoing buzz and relevant conversation on top of quality social assets for e-commerce and retail channels—serving as a powerful content and advocacy engine.
In addition, select partners met with eos product development and marketing teams for a first ever “Flavor Lab” —an influencer-produced experience that was part R&D, part brand immersion where they experimented and exchanged ideas about new flavor possibilities heading into 2019.