How eos’ Holiday Campaign Became a Sellout Success

eos’ Opportunity

The 2024 holiday season was a major moment for eos, marking its first foray into limited-edition holiday lotions and an opportunity to build on the success of its expansion into body care. The brand leaned into a "Sweet Candy Cane Shop" theme, drawing inspiration from nostalgic seasonal treats like peppermint bark and sugar cookies. With a community that craves alluring scents and sensory-driven experiences, eos crafted a campaign designed to bring those flavors to life. Months of careful planning went into the launch, from product education and messaging to campaign shoots and creator partnerships. The result, a campaign that drove a +120% increase in profile reach compared to last year, a +500% increase in follower growth YOY, and led to a nationwide sellout before Black Friday.

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A Community-First Approach to Social Strategy

eos treats audience insights like a morning newspaper — checking in daily to track what fans are loving, what they’re requesting and how sentiment is shifting. This real-time connection ensures that its social content reflects what the community actually cares about.

Different platforms require different approaches and eos meets its audience where they are. On Instagram, still images and scent recommendations drive engagement, with fans eager to share their love for the brand’s unique fragrance combinations. On TikTok, audiences are playful and lean into trends, fueling GRWM (get ready with me) videos and hide-and-seek content featuring fans hunting down eos’ limited-edition lotions at retailers — including stores where the brand wasn’t even officially stocked. No matter the platform, one thing remains consistent: eos’ audience wants to be part of the conversation. By keeping them in the know and responding to their enthusiasm in real time, eos strengthens its relationship with its fans while driving demand.

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Balancing Structure With Agility for Maximum Impact

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A structured content rollout provided the foundation for eos’ holiday launch, but agility was key in amplifying its success. The team balances long-term planning with gut instinct, ensuring that when an opportunity arises, they can pivot seamlessly.

One of the biggest surprises of the campaign was the overwhelmingly positive response from the community. Almost immediately, eos saw an uptick in organic GRWM videos and user-generated content. The crowd favorite was the Peppermint Cashmere Body Lotion, a reimagined version of the beloved Vanilla Cashmere scent. Fans went on full-scale product hunts, documenting their searches across multiple states and tagging eos in their excitement. Some even reached out to eos’ CMO and CEO directly, sharing personal stories of their dedication to finding the product. One particularly memorable moment came from a father who drove across state lines to track down the lotion for his daughter — eos made sure he received an extra-special holiday package to celebrate the moment.

eos also leaned on creators to bring the Sweet Candy Cane Shop theme to life. Some of the most engaging content included baked treats inspired by the collection and a DIY advent calendar filled with eos stocking stuffers. The campaign felt personal, fun and interactive — exactly what eos’ audience loves.

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A Data-Driven Approach to Social Performance

With a campaign this dynamic, having the right tools in place was essential to staying organized and making strategic, data-driven decisions. eos used Dash Social to refine its content rollout, track performance across platforms and ensure its strategy was working.

Custom dashboards provided a birds-eye view of engagement trends, helping eos pinpoint which content was driving the most excitement. Scheduler allowed the team to map out cross-channel content while staying flexible for last-minute shifts based on audience reactions. Meanwhile, Community surfaced sentiment and trending keywords in real time, making it easier to see what fans were talking about and respond to conversations with precision.

By continuously monitoring audience sentiment, eos fine-tuned its approach, amplifying high-performing content and adjusting numbers to maximize reach. The impact was clear in the numbers with the intro post for Peppermint Cashmere alone reaching 500,000 users.

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With the right mix of community-driven content, strategic creator partnerships and real-time engagement, eos transformed its holiday launch into one of its biggest wins yet.