A campaign that was truly thoughtful from beginning to end. Burt's Bees teams up with Baldwin & in North Carolina to create a living billboard full of great messaging, coupons, customer involvement all while living true to their Earth Friendly mission.
The plan was to place a billboard on a busy street showing the customer a new product category for Burt's Bees allowing customers to take post-it-note size coupons to unveil healthier skin. After the billboard was unveiled they would use the materials as a rain catching system to save water in the local community.
The results were phenomenal, a 48% coupon redemption rate which is 7x the industry and 13 million impressions which kicked this product launch off with enormous momentum.