Case Background
Users on the TikTok platform pursue natural and authentic product and advertising content. Community members help and encourage each other, advocating self-love. Burt's Bees has launched the Truly Glowing skincare series, aiming to establish genuine and tangible interactions with consumers through marketing campaigns, create a natural interactive atmosphere on TikTok, align with the platform's characteristics, and deepen trust and resonance with the brand.
Solution
The Truly Glowing product series from Burt's Bees carries a positive philosophy: it does not seek to make people different or "better" through embellishment, but rather amplifies one's own strengths and radiates beauty from within. The product design feels natural, creating a pleasant atmosphere.
The brand adopted a combined strategy of brand challenge + influencer collaboration, aiming not only to encourage users to use brand products to create a refined appearance, but also to go beyond traditional perspectives. With the topic #TrulyGlowingSelfieLove, consumers are encouraged to appreciate their current selves, spark interest in the new products, and bring traffic and attention to the brand.
The TikTok platform helps expand Burt's Bees' brand value. The challenge encourages users to independently shoot videos and share their proudest qualities with the community, sincerely praising themselves. In this process, the brand's Valentine's Day marketing concept is conveyed: daily skincare rituals are also an expression of self-love, and one should seek inner charm in life and continue to shine. Through interaction, participants' awareness and affection for the Truly Glowing new product launch are enhanced.
Marketing Results
The #TrulyGlowingSelfieLove brand challenge initiated by Burt's Bees reached 9 billion views, resonating on the platform. Through this, the brand conveyed a love for natural states, encouraging the community and consumers to share kind stories of loving themselves and others, adding confidence and motivation to life.
