How to Harness the Viral Power of TikTok with Soyoung Kang of eos

Soyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing the unknown early and always budgeting for experimentation, Soyoung helped eos become a giant on TikTok, where it has nearly 900k followers, and Instagram, where it has 1.7M. 

Soyoung and Eric discuss eos’ Bless Your F*ing Cooch Campaign, which pulled directly from a TikTok user’s unsolicited - and very enthusiastic - endorsement of eos’ shea butter shaving cream. This campaign caused sales of the shave cream to truly skyrocket and cemented eos’ place as a social media darling. Eos ran with it, making an ultra-limited edition shaving cream bottle with Carly Joy’s exact instructions on it in lieu of the classic usage directions on the bottle. "

She explains the importance of experimentation in marketing and how to do it well: make sure everyone  on your team is on board, identify expectations, and set parameters so you will know if it’s been successful.

Soyoung insists that marketers need to understand that they are never in complete control of the narrative - and that the true gift of social media is that it puts brands in conversations with consumers, and this leads to not just better marketing but better products and happier people.

Find more from Soyoung on here: https://www.linkedin.com/in/soyoungkang1/ 

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at [email protected], we’d love to hear from you. 

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024