Campaign: Wild for Bees
Company: Burt’s Bees
Nonprofit Partner: Pollinator Partnership
Launch Date: June 2012
Burt’s Bees has launched a cause marketing campaign to spread education and awareness about the plight of bees just in time for National Pollinator Week. A series of three short films called BURT TALKS TO THE BEES, introduces audiences to roles of the bees–the queen, the workers and the drones—so consumers can all become familiar and sympathetic to their plight. Burt’s Bees has also launched a website providing information and tools people need to do their part for the bees—everything from guerilla gardening to tips on hanging out with bees fearlessly.
Unlike most consumer-facing cause campaigns we see in today’s marketplace, the focus of this particular campaign is to promote a cause-focused message and encourage consumers to learn and take individual action on an issue rather than involving a purchase or donation. The roots of this cause run deep for Burt’s Bees – the company even offers employees a stipend to learn how to become beekeepers (like co-founder Burt Shavitz). This front-and-center effort from Burt’s helps solidify its brand values for consumers. There is no shortage of eminently-shareable information on their microsite and we’d love to see more social sharing features to help spread their cause message even further.