Burt’s Bees sought to bring its purpose mission – ‘Bring Back The Bees’ – to life with a campaign that would drive awareness and product sales. The collapse of the bee colony globally is dear to the heart of Burt’s Bees, with the knock on effect being a reduction in food production due to fruits and vegetables reliant on bee pollination for survival.
6AM developed an integrated, creatively-led campaign, using the popularity of street art to share powerful social messages, in order to bring awareness to the long-term impact the collapse of the bee colony will have on our food supply. World-renowned street artist, @MulgatheArtist painted the mural on Sydney’s York Street that highlighted key foods we’d miss out on in a world without bees, which was reported on across television news, radio and lifestyle media. Micro influencers were also engaged to extend the message across digital platforms. A Limited Edition Strawberry Lip Balm was launched, with $1 from every pack donated to The Wheen Bee Foundation for research into defending the local bee population.
- 22 million media impressions across broadcast, online and print
- 400,000 social reach
- 100,000 social engagements
- 1010 link clinks
- 15 000 Limited Edition Strawberry Lip Balm sold out across all stockists