Over the last decade, Burt's Bees has pushed itself to champion inclusion and diversity throughout its business choices, from the media platforms they use to the creators with whom they collaborate.

In 2021, Burt's Bees entered a first-of-its-kind partnership with a multicultural creator network to collaborate with and amplify diverse voices in media. The network seeks to make systemic changes, breaking down the access barriers to media investment for historically disadvantaged media enterprises, media entrepreneurs, and communities.

As a purpose-driven initiative to advance Black, LatinX, Asian, and LGBTQ creators, influencers, and minority-owned and operated media across the largest social media platforms, this program was directly intertwined with Burt's Bee’s mission. It offered an authentic way for Burt's Bees to connect with multicultural millennials, representing an essential audience with whom Burt's Bees wanted to drive a more robust and meaningful relationship.

Burt’s Bees’ and this DCP’s strategic vision was to Build a Net Positive Attention Media Ecosystem, inviting media partners to participate in improving the landscape together and drive consistently better business outcomes.

Burt’s Bees and the DCP invited multiple platforms to become involved in the efforts.

One of the first social partners to join, Twitter mobilized its strategic resources to help advance representation and create economic opportunities for under-represented communities. As the primary platform for peer-to-peer conversation, they were uniquely suited to host authentic discussions between creators and their followers. Twitter understands that who we see and what they do, shapes how we feel and how much attention we’re willing to pay to those messages, ultimately impacting brand preference and business growth.

This strategy blended a more profound purpose with the rigor that drives more significant media impact and campaign effectiveness by delivering better consumer outtakes and stronger business outcomes.

Burt's Bees launched their first campaign on Twitter, working with trusted makeup artist Tiara Willis as she shared beauty and care tips for women of color. In the campaign’s first phase, pre-roll videos appeared before Tiara's beauty content as part of a Twitter Amplify sponsorship campaign. Videos directed viewers to Burt's Bees site to purchase flavored lip balms driving awareness for their Lip Balms while generating revenue for Tiara via the revenue-share model for creators.

Next, Burt's Bees created a custom program for Q&A prompts. and creators selected questions from their followers. Tiara kicked off the Q&A experience, followed by Burt's second creator, Makeup Artist Shayla. Both women drew upon their experiences to inform the responses infusing their personal stories to bring the experience to life. The campaign concluded with the release of ten tweets from Shayla & Tiara distributed across the coveted multicultural beauty audience on Twitter.

For over a decade, Burt's Bees has worked with content creators and experts of diverse backgrounds and perspectives. Working with a specifically multicultural creator network represented the next important chapter in this commitment, as the partnership with creators deepened to ensure they received equity in pay and credit for their content. This was a significant differentiator from the broader marketplace and represented their active work to invest in building a fairer, net positive media and content ecosystem.

Overall Media Performance: The campaign drove 85M Impressions, beating Twitter's Beauty Industry benchmarks for View Rate at 45% (vs. 42% VR Industry) and on par with industry CPM and CPV.