DISCOVER U: A full 360 Back to College Experience
Burt’s Bees launched its first-ever omni-channel, full-funnel campaign to reach students where they live, learn, and scroll. DISCOVER U blended emotional storytelling with practical self-care solutions, spanning digital, in-store, and social activations to support students on their journey of becoming.
Real Talk Balms
We created a limited edition lip balm set to surprise and delight our students. Each lip balm featured an empowering saying to help motivate them as they began their journey of self discovery.
PDQ
In-store displays were featured at our retailers in addition to rich content for e-comm.
Partnering with Cleo Wade to Inspire the Next Generation
To connect with Next Gen consumers during the holiday season, we partnered with social activist and poet Cleo Wade to create a Target-exclusive, omni-channel program featuring affirmations written by Cleo herself. The campaign included in-store displays, a robust digital program, and organic social content — all designed to celebrate positivity, self-care, and sustainability.
The impact:
Featured in Forbes, MSN, Elle, and Marie Claire, generating millions of media impressions.
Drove significant engagement and traffic across Target’s digital channels during a critical holiday sales window.
Strengthened Burt’s Bees’ brand equity with younger, values-driven consumers while reinforcing the brand’s sustainability commitments.
Burt’s Bees Holiday Campaign: Shelter-in-Place Success
Amid the challenges of the pandemic, Burt’s Bees launched its first-ever fully integrated holiday campaign and delivered record-breaking results:
Omnichannel activation: A cohesive, quick-turn plan across digital, retail, and social touchpoints, with 1,498 MSC shipments (+10% vs. previous year).
Sales growth: Achieved $15.4M in NCS (+1% vs. previous year) with a 61% increase in profit and a 20-point margin improvement.
Retail excellence: Exceptional sell-through across top partners: Target (90%), Kohl’s (89%), Meijer (90%), Walmart (72%) driving sales growth.
Sustainability leadership: 100% recyclable, domestically sourced packaging with 50% post-consumer recycled paper and a significant reduction in plastics.
The campaign not only broke through a challenging retail landscape but also set a new standard for brand impact, profitability, and sustainability.
Go Big or Go Balm: A Mega Moment for Burt’s Bees
What’s better than Burt’s Bees Original Balm? The Mega Balm — a supersized, limited-edition version packing a year’s worth of lip care into one iconic tube. Launched as a playful, fan-first moment, the Mega Balm quickly became a viral sensation, generating buzz across social channels and selling out online almost instantly.
#LipStatements
As masks began to come off, we saw an opportunity to celebrate self-expression in a big way. Playing off the idea of a “statement lip,” we launched an influencer-led TikTok activation inviting people across all ages, races, and genders to share their boldest, most empowering #LipStatement moments.
The campaign marked a cultural shift from covering up to speaking out and gave creators a platform to amplify their voices with Burt’s Bees at the center of the conversation.
The results? The campaign delivered 4x the projected TikTok engagement, sparking authentic dialogue and visibility across the platform.
Always on Content:
atomizing content
Quarterly shoots with a modular approach gives us infinite options to create a cohesive ecosystem across all deliverables as well as creating cost efficiencies.