To help launch Burt's Bees new Intense Hydration product line, we created a new take on the tried and true before and after demo. We made it happen in real time on a billboard. Using coupons as our "before", the billboard transformed as customers removed coupons to reveal the "after" image of a younger, more beautiful face.
We then donated the recyclable vinyl billboard to an urban garden at The Durham School of the Arts where students repurposed it as a rain catchment system. The billboard is still there hydrating the Earth to this day.
- Our online coupon redemption rate was 42.96% – more than 7x higher than the standard online coupon redemption rate of 5.6% (NCH Marketing Services, Inc., Coupon Facts Report, 2013)
- The campaign garnered 13,022,692 unique PR impressions and 281,673 Facebook impressions.
- The reusable billboard was repurposed for a local community garden, saving 14,298 liters of water to date.