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Etos
Beauty in Real Time
Social Commerce Campaign
Going live, going glam, going in your basket.
Etos is a household name in the Netherlands, but household names still need to stay top-of-mind. And top-of-feed. As shopping habits shift online, Etos wanted to close the gap between offline familiarity and online conversion. So we went live. Literally. With multi-platform livestreams powered by giveaways, demos, and some good ol’ FOMO, we helped turn scrolls into shopping sprees, all while making sure viewers left with more than just beauty tips.
WALK WITH US
Our Approach
How do you make people care about a drugstore product drop? By making it impossible to scroll past. Gen Z and Millennials don’t want to be sold to. They want to be entertained, engaged and ideally win something along the way. So instead of running traditional ads, Etos showed up where their audience already hangs: TikTok and Instagram.
We brought livestreams that weren’t just about watching, they were about winning. Giveaways every 3–4 minutes. Visible countdown timers. Interactive questions. All designed to keep viewers locked in, commenting, and coming back. The more they watched, the more they saw the products in action, and the more they wanted to get their hands on them, even if they didn’t win.
LET'S GO IN-DEPTH
Our Process
We tapped into the power of multiplatform livestreaming to reach both Gen Z (on TikTok) and Millennials (on Instagram). Hosted by Etos’ own Jeanet and supported by GoSpooky’s strategy, production and design teams, we went live with curated product selections, from trending skincare to seasonal essentials.
Each stream had a unique focus. From raising awareness for under-the-radar products to driving hard sales with exclusive discounts and early access. But the secret sauce? Live giveaways. A new one dropped every few minutes, with a timer that dared viewers to look away. Participation was simple: drop your most unique answer in the chat and cross your fingers.
We hyped the livestreams with teaser content 24–48 hours in advance, giving audiences the chance to register and get excited. Once live, we streamed simultaneously across TikTok and Instagram, giving each audience the native experience they expect.
What went down:
• Livestreams hosted by Jeanet across TikTok & Instagram
• Timed giveaways every 3–4 minutes
• Comment-to-win mechanics for higher interaction
• Exclusive discounts + early access to fuel conversion
• Teaser content pre-stream to drive traffic
• Real-time engagement and FOMO-led retention
HOW DID IT GO?
The Results
People didn’t just show up, they stuck around:
• 15.9K livestream views with 13.5K unique viewers
• 197.6K likes and 49.5K comments. A clear sign of highly active participation
• 1.1K peak concurrent viewers + average watch time of 2 minutes
• 919 new followers gained directly from the stream
• Over 75 shares spreading the word even further
• Giveaways that kept engagement sky-high and viewers watching until the very end
The bigger picture
Livestreams don’t wait. They require agility, quick thinking and a Plan B (and C). But when done right, they don’t just drive views, they drive action. Giveaways = engagement. Engagement = brand love. And brand love = repeat customers. Simple math, really.
The livestreams bridged the gap between in-store trust and online behavior, making product discovery feel native, rewarding, and impossible to scroll past. With TikTok Shop gaining traction in Europe, Etos is already ahead of the curve: future-proofed and social commerce-ready.
