- Burt’s Bees, a brand known for its lip care products, is trying to drive awareness for its broader line of skincare items with the launch of “Screencare” sets, custom product sets inspired by Amazon Prime Video’s top genres, per details shared with Marketing Dive.
- The Canada-focused effort is predicated on the insight that what you watch can impact your skin. Custom Screencare sets nod to genres including motion, comedy, drama, romance, horror and true crime and shall be sold on Burt’s Bees’ Amazon store.
- Burt’s Bees worked with the Amazon Ads Brand Innovation Lab to strategically deliver the campaign across Amazon. The digital campaign went live June 3 and moreover includes ads on Fire TV, IMDb and social media along with influencer extensions.
Burt’s Bees is hoping to drive awareness for its lip care products with its Screencare sets, a move inspired by insights indicating that what you watch can impact your skin. For instance, research shows that watching motion movies can spike cortisol levels, which might result in sensitive skin, per release details. The campaign tapping into popular genres has already shown signs of paying off, with Burt’s Bees reporting a 53% uptick in sales for the reason that effort went live.
“Burt’s Bees is using natural skincare solutions to resolve a natural problem — that our on a regular basis emotions are affecting our skin. And doing it in a way that speaks to a large audience while also feeling bespoke and catered to them” said Cyril Urbano, marketing director for Burt’s Bees, in a press statement.
The Screencare sets include Burt’s Bees’ best-selling natural products and shall be sold on the brand’s Amazon store. Inspired by Prime Video’s top genres, the custom sets include The Romance Lover Set, The Horrorphile Set, The Drama Seeker Set, The Action Fan Set, The True Crime Binger Set and The Comedy Fan Set.
The accompanying digital campaign, which spans online video and social and shall be available throughout the summer, was strategized in collaboration with Amazon Ads to deliver the hassle across Amazon and reach movie and TV show lovers at relevant touchpoints. The campaign consists of ads on Fire TV, a video streaming device owned by Amazon, the Amazon store, IMDb and pre-roll and social media across key markets. The effort also includes extensions across Meta and TikTok to make use of movie and TV influencers to advertise the sets.
The partnership with Amazon presents Burt’s Bees with a possibility to attach with consumers in a more natural, organic way. The campaign was developed by Burt’s Bees’ marketing team while FCB Canada handled creative. Additional support got here from OMD, which handled media buying, and Devon, which handled PR.
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