EUDORA
KEY FIGURES
+4M
organic video views
+130K
organic interactions
+200K
new followers in Q1 24 1.5M total followers (+457K YoY)
3.33%
engagement rate (vs. 1.8% avg. in the category in 2023)
8.1M
likes — 45% increase YoY
+164%
increase in video views vs. 2023 (222M total views in H1, 2024)
2ND MOST FOLLOWED
and the most engaged haircare brand on TikTok in Brazil
Campaign Objective
To relaunch Eudora on TikTok with a “TikTok First” mindset and establish the brand as a cultural leader in beauty, particularly in haircare, by:
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Becoming one of the top 3 most talked-about beauty brands in Brazil by the end of 2024, building the foundation to become the most mentioned haircare brand on TikTok by 2025.
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Dominating conversations in the hair category, aligned with their key launch cycles.
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Reframing content creation to be platform-native, reactive, and community-first.
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Ensuring visual and narrative consistency through a fashion-forward editorial lens.
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Creating a hub of interdisciplinary work, dedicated to trend mapping, creator collabs, voice development, and content frequency.
execution
We launched a dedicated team within LOI to manage Eudora’s full TikTok operation, combining strategy, content production, platform coordination, and performance optimisation.
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Our strategy focused on building a scalable, trend-responsive engine that would ensure:
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Native first content co-created with TikTok creators and the platform team.
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Visual fashion codes in every piece, staying true to Eudora’s premium positioning.
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Review-driven storytelling, with missions and seeding designed to generate genuine feedback and brand affinity.
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Real-time engagement with conversations via TikTok search insights and social listening.
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Consistent frequency, with editorial planning covering trends, launches, and evergreen haircare content.
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Strategic use of trends, creators, collabs, and voice to anticipate what’s next and embed the brand into culture.
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A Haircare Content Hub at the core of the strategy, turning the category into a long-term content vertical rather than campaign spikes.
RESULTS
The strategy delivered rapid and measurable growth, transforming Eudora into one of the leading haircare brands on the platform within the first six months of 2024, with the channel averaging a 4× higher engagement rate than the category average.
TikTok isn’t a media channel, it’s a cultural ecosystem!
