http://www.youtube.com/watch?v=HRvAja1lW4o&feature=youtu.be Burt’s Bees may not be the biggest personal care brand in the world but it may be one of the most beloved. In order to showcase the brand’s authenticity and their commitment to quality natural products, Burt’s Bees decided to deliver its message through the best media channel they know: their fans. This idea launched Raise Your Burt’s – part social contest, part love fest – an interactive Facebook campaign to search for The Natural Champion, or the #1 Fan. Burt’s Bees asked real fans to submit the real reasons why they love the Beeswax Lip Balm. The prize? A lifetime supply of Burt’s Bees famous lip balm, the chance to be the “spokes-lips" for Burt’s Bees in nationally circulated magazines and the opportunity to have the company renamed in your honor for a week. Fans swarmed Burt’s Bees Facebook page and submitted their own imaginative stories through user-generated posts, photography and video content. Once all the content was submitted and the votes had been casted, Burt’s Bees officially announced the winner, Zia, as Burt’s Bees Natural Champion. She received a surprise ceremony at Burt’s Bees headquarters, with exclusive access to products and a front row seat to the unveiling of her new company, Zia’s Bees. We figured it was the least we could do, considering that the Raise Your Burt’s campaign set a new precedent for underlining authenticity in the natural personal care category: • The campaign generated 176,209 new Facebook fans – a 563% lift over Burt’s Bees average new fan rate. • Campaign content set brand record numbers for “likes" and “shares" with over 180% fan engagement than average. • 1.35% of all visitors to the Burt’s Bees page entered the contest – 9 times higher than the industry average for Facebook contests. • And over 90% of unique visitors to the page casted their vote in Natural Champion contest.
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