eos: Proving New Product Launch Impact at the Super Bowl with Geo-Specific Measurement
The Challenge
eos was preparing to launch a new body wash line and wanted to use Super Bowl inventory to accelerate awareness and retail sales. The question was not just whether to be present around the game, but how to use a finite budget in a way that could be read and repeated.
A national in-game buy was out of scope. eos needed to know which markets to prioritize, which pre-, in-, and post-game units created the most value, and whether TV around the Big Game was driving incremental in-store sales versus business as usual.
Results
30%
lift in in-store sales in exposed markets versus matched controls
5X
higher ROAS for pre-kick placements compared with in-game units*
*indicating that pre-game impressions were materially more efficient for this launch.
Beyond topline results, eos gained a clear view of which DMAs and dayparts contributed most to incremental performance, giving the team a more precise starting point for future Super Bowl and tentpole TV planning.
For such a critically important new category launch, our team wanted to accelerate consumer awareness as quickly as possible. So a Super Bowl activation was part of our go-to-market strategy from the beginning – there’s no other single cultural moment that delivers such high impact so immediately.
Soyoung KangCMO, eos
How We Did It
Selecting the right markets
Tinuiti started with Brand Development Index (BDI) to pinpoint DMAs where eos already showed stronger demand and higher sales velocity. Those markets served as the test group for the Super Bowl body wash launch, while comparable DMAs were used as controls to establish a clean baseline.
Measuring impact with Bliss Point by Tinuiti
To read performance, the team used two Bliss Point by Tinuiti capabilities in tandem:
- Geo MMM: Localized media mix modeling to estimate TV’s contribution to sales at the market level.
- Incrementality testing: Comparing exposed vs. control DMAs to isolate TV-driven lift from underlying trends.
This framework allowed eos to compare pre-game, in-game, and post-game placements and tie each to observed in-store sales in exposed markets.
Why It Matters
For eos, this work shifted the Super Bowl from a high-profile media bet to a structured test of how TV around the game can support a critical product launch. Instead of relying on anecdotal readouts, the brand now has market-level evidence on where TV moved the needle, when it was most effective, and how to allocate budgets going forward.
More broadly, the case shows how pairing geo-targeted TV with Geo MMM and incrementality testing can help CPG brands treat major events like the Super Bowl as part of a measurable growth system—one where every premium decision has a clear role and a clear readout.
About eos
eos creates skincare products powered by high-performance ingredients. Everything eos makes is designed to bring a little joy to daily routines and delivers real results.
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