Let it be about love

Challenge: Burt's Bees faced the challenge of rejuvenating its holiday gifting strategy to resonate with the next gen audience. The goal was to position the holiday gift sets as must-have items, engaging younger consumers and breathing new life into the brand's gifting approach.

 

Solution: To address this challenge, Burt's Bees seized the opportunity to disrupt the traditional gifting playbook. The strategy involved tapping into culture, embracing innovation, and infusing emotion back into gifting. 

The transformation was achieved through a product-plus strategy that turned Burt’s Bees gift sets into more than just products – they became a portal to the values that the next gen cares about most - as well as becoming the gift that kept on giving.

 

 At its very core, gifting during the holidays is a physical manifestation of love - the act of gift giving is a love language in itself.

 

The brand collaborated with Cleo Wade, a poet, author, and inspiration, to create an exclusive holiday gift collection available only at Target. Cleo's involvement  was born out of a mutual appreciation for self-care, empowerment, and a deep love for people and the planet. She brought it all together through a curated collection of product bundles and her iconic aesthetic. The Signature Lip Balm set, for example, not only offered lip care but also featured spirit-lifting affirmations from Cleo on the packaging with her custom illustrations, and more affirmations (30 days worth) were accessible through a QR code. This personal touch aimed to connect with consumers on a deeper emotional level.

 

The collaboration was amplified through social media, a Cleo Wade digital gift guide, and editorial interviews, providing insights into the collaboration and affirmations. This content not only shared the story behind the products and affirmations but also directed the community straight to Target for a unique shopping experience.

 

Results: The Burt's Bees x Cleo Wade collaboration yielded remarkable results:

1. 50% Increase in Target Orders: Burt's Bees experienced a 50% increase in holiday gift set orders from Target, indicating the success of the collaboration in driving consumer interest and sales.

2. Media Buzz and Impressions: The collaboration generated significant media coverage from renowned outlets like Forbes, Harper's Bazaar, Byrdie, The Cut, Pop Sugar, Elle, and Allure. There was a notable 23% year-over-year increase in total holiday impressions.

3. QR Code Engagement: The use of QR codes for daily affirmations proved highly engaging, surpassing previous QR code activations by Burt's Bees. This interactive element contributed to a more immersive and personalized consumer experience.

4. Sales Uplift at Target: The collaboration resulted in increased sales of gift sets at Target compared to previous holiday programs, showcasing the effectiveness of the strategy in driving retail success.

 

In summary, the Burt's Bees x Cleo Wade collaboration successfully redefined the holiday gifting playbook, connecting with the next generation audience and achieving substantial business outcomes. The fusion of product innovation, emotional storytelling, and a touch of cultural influence resulted in a holiday campaign that not only resonated with consumers but also set a new standard for gifting experiences.