Objective

The girlies have gone absolutely feral on social media with their comments about eos 24H Moisture Body Lotion.

Our newest product segment was already beloved by fans, and we were tasked with dramatically accelerating business momentum.

Through deep social listening, our team learned a universal & naughty fact: the intoxicating scent of their Vanilla Cashmere Body Lotion is an unexpected, but welcome, aphrodisiac. Seriously, it’s comments gone wild out there.

The hype for eos’ body lotion is real and we honestly couldn’t say it better themselves. So, we didn’t. Instead, we reached out to dozens of real users and secured media rights to their real, NSFW comments. The simple but effective script is just real comments from real people, read by the least likely person to utter the words “pound town.”

Strategy

Background

When we first entered the body moisture category in the mass retail channel, the landscape was dominated by efficacy-driven brands. Over 80% of retail sales at the time were attributed to products that focused on clinical moisturization, premium ingredients, and skincare benefits.

Through ongoing social listening, we uncovered a unique and unexpected insight: consumers weren’t just raving about the formula—they were obsessed with the fragrance. More importantly, our community wasn’t just talking about how good they smelled; they were sharing how their lotion played a role in their *ahem* romantic encounters, often in humorous and unfiltered ways.

The Insight

Social media isn’t just a platform for marketing—it’s a space where communities shape brand narratives in real-time. In our case, user-generated conversations revealed an entirely new dimension of our product’s appeal. Instead of simply providing skincare benefits, our lotion became a key part of our customers' romantic interactions.

This sparked a thought: rather than crafting traditional ad copy, what if we let our customers tell the story themselves? What if we took the most engaging, hilarious, and attention-grabbing social comments and turned them into a campaign?

The Execution: Dirty DMs

Inspired by real comments from real people on social media, we launched Dirty DMs, a campaign that leverages user-generated content in its purest form. To bring this to life, we:

• Conducted in-depth social listening to identify the most authentic and engaging customer comments.
• Secured paid media rights to feature the most entertaining, provocative, and unexpected remarks.
• Crafted a campaign that celebrated these real words, bringing them to the forefront of our brand storytelling.

The result was a campaign that was bold, humorous, and entirely unique—something our competitors simply couldn’t replicate.

Results

Outstanding Business Results: During the campaign period, we grew market share by 200bps, and eos was the fastest growing body lotion brand in the mass channel!

Additionally, we achieved a uniquely ownable, on-brand way to bring our story to life:

• Unforgettable Brand Storytelling: By amplifying real consumer voices, we created a campaign that was instantly relatable and highly shareable.
• Deepened Community Engagement: By elevating our customers’ words, we strengthened brand affinity and reinforced our position as a brand that listens.
• Differentiation in a Competitive Market: Our unserious, unexpected approach broke through the category’s traditional messaging, setting us apart in a way that was authentic and ownable.

Media