Burt's Bees Promo BURT KITS/ EARTH DAY PROMOTION by Baldwin&

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BURT KITS/ EARTH DAY PROMOTION

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Industry Shows, Events & Festivals, Environmental & Animal Issues
Media Promo & PR
Market United States
Agency Baldwin&
Creative Director Bob Ranew
Art Director Oscar Zabala
Copywriter Philip Marchington, Lisa Shimotakahara, David Baldwin
Released April 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BURT'S BEES
Product/Service: EARTH DAY PROMOTION
Agency: BALDWIN &
Date of First Appearance: Apr 22 2010
Entrant Company: BALDWIN &, Raleigh, USA
Creative Director: David Baldwin (Baldwin&)
Creative Director: Bob Ranew (Baldwin&)
Copywriter: Lisa Shimotakahara (Baldwin&)
Art Director: Oscar Zabala (Baldwin&)
Media placement: Event - Los Angeles, New York City - 22/04/2010

Describe the objective of the promotion.
For a natural company like Burt, Earth Day is an opportunity to remind people that Burt’s Bees is the real thing. 100% natural ingredients from a company that takes its environmental footprint very seriously, all founded by a real guy named Burt who still lives in his converted Turkey Coop almost completely off the grid up in Maine.

The objective was to remind people that Burt’s Bees is a 100% natural and sustainable product and drive trial.

Describe how the promotion developed from concept to implementation.
The recyclable ‘beardana’ - A completely sustainable sampling package that turned advocates into shareable advertising. Rather than handing out samples with disposable materials, we gave out Burt Kits, a beardana with a Burt’s Bees message on the back, a sample lip balm and a Burt hat. People were then encouraged to post pictures of themselves wearing the beardanas on social networks.

Explain why the method of promotion was most relevant to the product or service.
Part of The ‘Find Your Burt’ Campaign launched in April of 2010 and culminated
on Earth Day. It was a fully integrated effort consisting of digital, POS,
social media, PR and live events. The idea was to encourage people to
do little things every day to make the world a better, greener place.
How did they do this? By unleashing their “Inner Burt”and showing
solidarity with founder, Burt Shavitz. Not just the spokesman, Burt lives
in a converted Turkey coop up in Maine almost completely off the grid.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 63 million PR impressions on national news, blogs, press and social networks.
• The percentage of our target that said Burt’s Bees is a leader in the personal care industry increased by 163%.
• 20% increase in Facebook Fans.
• +1700 new followers on Twitter.
• Burt’s Bees mentions on Twitter doubled during the campaign.
• The campaign resulted in a 120% increase in online chatter about Burt’s Bees... a bigger lift than other green brands like Ben & Jerry’s, Aveeno and Kashi with big Earth Day campaigns.
• 7 times more efficient than running a 30 second spot on the finale of Lost with no media buy.