Soyoung Kang, CMO of eos, on How a Provocative Campaign Took Off

Editor39s Note The quotBless Your Fing Coochquot campaign was inspired by a provocative TikTok video about how women could use eos shaving cream to shave their private parts without getting razor burn eos39s marketing executives and the company39s ad agency Mischief No Fixed Address saw how quickly the video gained momentum among their target audience and decided to use it as the springboard for a campaignMike Kaufman First let39s address the elephant in the room was there ever any hesitation in using that headline It39s one thing in social media but quite another for some of the many platforms where you took this campaign Can you give us a peek behind the curtain on any internal concerns or discussions Were there lawyers involvedSoyoung Kang Ha no there were no lawyers involved just intrepid marketersamp160 We didn39t hesitate at all with the headline because we truly believed in this ideaamp160 Once we had the creative the reaction of every single person who saw it from our CEO to the bottle producers was to laugh so we knew it was magicKaufman EOS has been a real pioneer in using socialinfluencer for brand building and this seems to be the culmination of that experience What role did that experience play in creating this provocative groundbreaking workKang When you have a long history with social media and influencer marketing you embrace the value of speed authenticity and attentiongrabbing creativityamp160 With over a decade of experience in this space eos is highly attuned to what it takes to cut through and we knew right away that quotBless Your Fing Coochquot could be bigKaufman The spark was a great TikTok video by influence Carly Joy When did you know you had quotlightning in a bottlequot as they say and can you tell us more about how you made the decision and ran with itKang We were tagged in Carly Joy39s original organic endorsement very early on and watched as her TikTok exploded with millions of views and engagementsamp160 We knew immediately that we wanted to collaborate with her but unfortunately she ignored our initial outreach because we were getting lost in her DMs Our next move was simply a desperate ploy for attention we created the first batch of quotCooch Blessing Creamquot so we could duet her video and get her to notice usKaufman Strong consumer insights are traditionally at the heart of a marketing success like this yet influencer marketing can be anything but traditional Was there a core consumer truth behind this workKang Absolutely The core consumer truth is that shaving wherever you want and however you want is perfectly normal but as a society we have yet to normalize itamp160 And when grooming habits aren39t discussed openly unfortunately people don39t know the best ways to tackle them The top feedback we received from the campaign was that people were grateful for the clear and easytofollow educational content written in very realtalk styleKaufman The results are all out of proportion with the incredibly modest budget of under 500K An extraordinary ROI I39m sure and one that ANA members would surely appreciate Any words of inspiration for them to take away when it comes to funding an effort like thisKang I39ve always believed that unlimited creativity can triumph over limited budgets For any other marketers out there who are working with modest budgets it is absolutely possible to drive an outsized ROI The key is to get the fundamentals right in your 365 marketing fuel a steady stream of test and learn initiatives and make shifts to the bigger bets when you find something that works well for your brandKaufman quotAgilityquot and quotSpeedquot are often used and overused terms these days in marketing but one has to assume that was critical to your success Did you have to quotbreakquot some rules at eos to make this happen or were you ready given your prior experienceKang I think we had to break every rule to make this happen but that doesn39t mean it was burdensome or improper to do so We initiated the concept without first running it up the chain of command then shortcircuited our typical product development and supply chain processes so we could execute it within days and then we had to skirt all the social media platforms39 language rulesKaufman Speaking of quotLightning in a Bottlequot at what point did your thoughts turn to the REGGIES Can you tell us a bit about the decision behind entering what was behind it and your own expectations Was there any concern around the judging given the topic Did you think the SuperREGGIE might be within reachKang I39ve always admired that the REGGIE Awards honor the work that works because as marketers our 1 job is growth Every year when I peruse the REGGIESspotlighted work which masterfully achieves business impact in the most cutthrough way I think to myself that39s rarified airamp160 We knew we had achieved something special with quotBless Your Fing Coochquot given the business growth but I never imagined that we could walk away with the Super REGGIE It39s truly one of the team39s favorite highlights of the entire campaignKaufman And finally what39s the single piece of advice you would give to ANA members looking for breakthrough SuperREGGIE worthy work like thisKang While quotBless Your Fing Coochquot might appear to be a specific moment in time the reality is that none of it would have happened without being prepared to maximize the opportunity So getting the marketing fundamentals right amp8211 know your purpose know your audience know how to deploy your superpowers amp8211 all of this is critical to being ready and having the confidence to act quickly and fearlesslyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Soyoung Kang, CMO of eos, on How a Provocative Campaign Took Off

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