Underdog Advertising Firm "Mischief" Recognized as Adweek's 2021 Breakthrough Agency of the Year
Mischief @ No Fixed Address, an expansion of the Canadian agency No Fixed Address, has made a bold move in the marketing world by using a viral TikTok video to create a new product line for Eos, a skincare brand.
The video, created by teen TikTok sensation Carly Joy, showcased her personal shaving routine, which inadvertently doubled as an advertisement for Eos' line of shaving creams. Recognizing the viral potential of the video, Mischief @ No Fixed Address saw an opportunity for reactive marketing and quickly capitalized on it.
In a three-day turnaround, they created a limited line of shaving products named "Bless Your F*ing Cooch" for Eos. This reactive marketing strategy allowed Eos to appear culturally relevant and connected with consumers on TikTok, a platform driving purchase decisions.
Bianca Guimaraes, ecd and partner at Mischief, was involved in the creation of the "Bless Your F*ing Cooch" project for Eos. The project promised to show viewers how to achieve a "smooth ass hoo-ha" with Eos Shave Oil and Eos Cream.
Despite the risqué nature of the video and the product name, the campaign gained viral popularity, effectively boosting brand visibility for Eos. However, it's important to note that the "Bless Your F*ing Cooch" project for Eos was not mentioned in earlier reports about the TikTok video and its marketing potential.
This innovative approach by Mischief @ No Fixed Address demonstrates the power of responding quickly and authentically to organic content in the digital age. By leveraging Carly Joy's viral video for maximum impact, they have created a memorable marketing campaign that is sure to leave a lasting impression on consumers.
[1] Source: Adweek, Mischief @ No Fixed Address Leverages Carly Joy's Viral TikTok for Eos' "Bless Your F*ing Cooch" Project, (Date of Publication Not Provided)
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