driving BUZZ for BURT’S BEES
Burt’s Bees enlisted Movers+Shakers to connect to culture with a campaign that would drive conversation during the holidays.
The campaign achieved:
77M views (+31.4% above benchmark)
555K total engagements (inc. 20.5K shares & 15.7K saves)
8.9s average watch time
10.1% average completion rate
BRAND CHALLENGE
The iconic Burt’s Bees brand is facing challenges from indie competitors. They came to Movers+Shakers to create buzz and build cultural relevance with NextGen consumers with a head-turning social-first campaign.
CREATIVE SOLUTION
Is sharing lip balm totally normal or completely gross? Movers+Shakers found this debate deep within Reddit, and translated it into a breakthrough campaign for Burt’s Bees.
The “Bee-List” campaign asked influencers and consumers who they’d share their Burt’s Bees lip balm with. 🐝 Our talent selection included a group of diverse creators that were already organic fans of Burt’s Bees and weren’t afraid of sparking a debate around sharing lip balm.
We gave each creator the freedom to tap into their unique & ownable style, which generated overwhelming praise in the comments section. Consumers chimed in with comments such as “I have lived MANY decades and this is the very first ad I have ever truly enjoyed” and “I suddenly need bee balm.”
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