Working with Raleigh-based Baldwin& and media agency AKQA, lip balm brand Burt’s Bees teamed with husband-and-wife recording artists Us the Duo to create a series of four lip balm-themed Vine videos to promote the brand to millennials.
The Vines will be supported by paid Tweets, targeted by age, lip balm purchases, interests and TV viewing habits to support the ongoing TV buy. They will also be promoted, unpaid, via both the band’s and Burt’s Bees’ Twitter accounts.
So far, the two Vines have amassed 38,000 likes and 7,700 revines. The third and fourth Vines will break December 5 and January 9.
Additional content, including specially-created Us the Duo’s lip balm “must haves,” will appear on the band’s Facebook and Instagram sites, which have 1.2 million Likes and 300,000 followers respectively.
Post by Us The Duo.
And on Twitter, the duo say they are “cherry excited” to be a part of the Burt’s Bees campaign.
We’re cherry excited about this new lip balm flavor from @BurtsBees! #uncapflavor #punfunhttps://t.co/tCFvWYaMKi — Us The Duo (@UsTheDuo) November 19, 2014
Extending the social element of the campaign, fans will also be asked to create and share their own original flavor-centric songs using the hashtag #UncapFlavor, with the chance for that song to be re-tweeted by Us the Duo and Burt’s Bees.
Create your own song inspired by the new @burtsbees balm flavors & tweet using #uncapflavor! We'll share our faves
And here’s a pair that decided to share.
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