eos has been Gen Z’s go-to lip care line for years. They’re the number one organic lip brand in America, with a variety of delicious flavors and cute, colorful formats that provide all-natural, all-day moisture.

The brand had been winning this generation over since, forever. They’re known for being fun and relatable in a category that’s filled with medicinal brands that look a bit like battery packs at-shelf. So, to continue to speak our target’s language, we took their love for nostalgia and harkened back to a defining moment in their lives.

Objectives

- Drive overall awareness and consideration amongst our Gen Z audience

- Increase sales growth

- Grow household penetration

For the Second First Kiss film, we tracked down three pairs of Gen Z’s who shared a first kiss years ago, and reunited them to give that kiss another try years later. The film opens on a segment of raw interviews where the former teenagers gush, cringe, and laugh about how their first ever kiss went. We then cut back and forth between interview clips and footage of the pairs reuniting for the first time in years.

For one pair, Lydia & Juan, the reunion goes a step further. We recreated the same scene & circumstances of their original kiss, then improved upon it. Kiss was at a bus stop when they wished it was at a beach? We can arrange that. Bus driver saw the first kiss? We’ll put him to sleep. The film culminates with the Second First Kisses, a swell of flowers, and warm fuzzies.

Second First Kiss deeply resonated with our Gen Z, 16-24 year old audience. Amongst this group, we saw a 3pt awareness lift and 9pt conversion lift during the campaign period.

Across platforms, the film exceeded benchmarks with TikTok seeing a +120% lift in ad recall. YouTube saw a +352% lift above benchmarks and consideration was +217% higher than benchmarks. It was long-format content yet, video completion rates beat benchmarks by +200%.

Most importantly, the campaign dramatically accelerated the growth of eos’s lip business, driving a 4X faster sales gain versus the period immediately before the campaign launch. And, we saw a staggering 950% increase in household penetration during the campaign period.

Our docu-style film warmed Gen Z hearts across America and helped defend eos’ strong market position, keeping the sheen in their biz. We reminded people that while times may change, lips and lip care are forever.