eos is the go-to personal care brand for Gen Z and Millennials. As a brand born in the age of social media, we’ve achieved this by always being on the cutting edge of connecting with young consumers in the newest, most-relevant channels – engaging with would-be fans as they enter the market and maintaining their brand love and salience as they grow into their spending potential. Millennials fell in love with us through our iconic lip balm that we introduced through pioneering work on a once emerging platform you might have heard of, Instagram. Gen Z fell in love with our disruptive and unique shave cream and body lotion formulas through our early-adopter approach to TikTok and modern Creator partnerships. We saw an opportunity to connect with the youngest of our existing consumers and our new consumers-to-be, Gen Alpha, with a cross-category message that amplifies everything our fans love about our brand, but in a channel that matters the most to them. With these young audiences spending +60% more time on Roblox than watching TV, we knew Roblox was the right partner for our interactive, non-linear gaming experience to help grow awareness and consideration with this important young consumer segment.
Our research had shown that young consumers chose gaming as their preferred regular engagement channel, but we wanted to maximize the amount of time they’d spend in game by launching during December when their school schedules opened up and they’d have more time to spend in experience. Who better to partner with during the holidays than the Queen of Christmas herself, Mariah Carey? With her cross-generational appeal and her infamous holiday hit, “All I Want For Christmas Is You,” the #1 Billboard greatest of all time holiday songs garnering +1B worldwide streams and completely taking over TikTok during the holiday season, we knew Mariah’s relevance with the young consumer was stronger than ever and could further be amplified in the metaverse. We kicked off a holiday spectacular in Livetopia, Roblox’s 2nd largest role-playing experience.
In keeping with Livetopia’s focus on exploring, creating and spending time with friends, our immersive experience featured:
In order to raise awareness of this event, we had a multi-channel amplification approach:
Our dynamic, interactive experience amplified our brand personality and product offering benefits while being a hub for exploration and a chance to digitally interact with the Queen of Christmas, leading to amazing results and the ability for us to build further brand salience with this valuable young consumer.
The activation outperformed our goals helping us to drive awareness and consideration with this important young consumer.
The eos sponsorship resulted in a +9pt recall lift compared to the Nielsen benchmark. Participants in the musical performances also had a +23pt lift in positive perception of the brand compared to players who didn’t attend the event. This sponsorship also drove +13pts in Consideration to Roblox users that didn’t attend the event, which is +27pts higher than the Nielsen sponsorship norm.
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