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.
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