Bees are in trouble and that’s why Burt’s Bees asked DRUM to help to #BringBackTheBees.
It turns out bees do more than most people realise— for such small, short-lived creatures, they do a lot of heavy lifting to keep life on Earth in balance. They make 1/3 of our nutritious fruits and vegetables possible, and they function as a buzzing alarm system for our planet’s ecosystem. Basically, bees are magical fuzzy little flower-hopping life-bringers. But there are many complex and sensitive contributing factors as to why Bees are dying which we needed to simplify in our messaging without trivialising the importance of the cause and Burt’s Bees role within it. All the while working with a very limited budget, which required the campaign to have social currency, cut-through and be clearly attributed to Burt’s Bee.
Wildflowers & bees depend on each other, ‘a world without flowers, is a world without bees’- we wanted to tap into something women already love i.e. flowers and get them to experience the shocking reality of bees dying, as without wild flowers, bees don’t get the nutrients they need to survive and without bee’s pollination can’t occur, so there would be no flowers!
This campaign resulted in both a positive lift in brand awareness (7.4% uplift vs. 7% as Industry standard) and consideration (10.6% uplift vs. 7% as Industry standard). Sales of the limited edition lip balm: 750% increase. Views 3.2m, shares 24,968, share rate 0.78%, video reach; total reach = 9,339,302, organic reach = 3,031,784 (significant increase of 32%), paid reach = 6,307,518.
Our social films performed well in terms of share rate compared to other ‘cause’ videos. Facebook Reactions were very positive towards the campaign, of 58,096 Reactions, 84.5% were Likes.
Tom Angell and Madina Paulig
Art Direction & Design
Emma Carter, Natasha Gottlieb and Maree Gecks
Music + Sound Production