Submitted by Reach AgencyAgency IPI Score 10/100

Burt's Bees Sensitive Line TikTok and Instagram Creator Launch

Influencer Marketing

Reach Agency activated TikTok and Instagram creators, then boosted their content with paid media, to launch the Burt's Bees Sensitive Line, reporting 67M views and impressions.

67MViews & Impressions
+9.7%Ad Recall
+5.2%Brand Association

Case in 60 seconds

Burt's Bees came to Reach Agency as a leader in lip care that needed credibility in skin care, so the Sensitive Line launch had to drive awareness and consideration among a younger audience.

The campaign turns on credibility earned through explanation rather than claimed through advertising, because the page says creators gave their audiences an educational and relatable look at the product benefits before paid media extended it.

Reach Agency built the Sensitive Line launch around creators teaching the sensitive skin regimen to their own audiences, and then used paid media to carry that creator content to a wider reach.

Reach Agency activated creators on TikTok and Instagram to introduce the Burt's Bees sensitive skin regimen through an educational and relatable look at product benefits, then boosted that content with paid media to scale reach.

Reach Agency reports 67M views and impressions for the Sensitive Line launch, alongside a +9.7% change in ad recall and a +5.2% change in brand association among the audiences measured.

Strategy Breakdown

A younger audience, whom the campaign set out to move toward awareness and consideration of the Burt's Bees Sensitive Line.
Burt's Bees was established in lip care rather than skin care, so the Sensitive Line launch had to build credibility in skin care from a position the page defines by lip care.
The page casts Burt's Bees as a lip care leader extending into skin care, with the Sensitive Line as the product that carries that move to a younger audience.
Reach Agency says the creators' audiences responded to an educational and relatable look at product benefits, which points to explanation rather than polish as the route to interest for a younger audience.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • Reach Agency

Results & Evidence

MetricValue
Views & Impressions67M views & impressions
Ad Recall+9.7% ad recall
Brand Association+5.2% brand association

Why Reach Agency's strategy worked

  1. 1

    A brand known for one category can borrow credibility in an adjacent one from creators who explain the product, because a creator walking through a regimen gives a younger audience a reason to believe the new claim.

  2. 2

    Paid amplification of creator content keeps the educational tone of the original posts while scaling reach, so the brand buys distribution for content already shaped for its audience rather than producing separate advertising.

  3. 3

    Reporting ad recall and brand association alongside views ties a credibility objective to measures of memory and association rather than exposure alone, which suits a launch whose stated goal was consideration.

Related Case studies