We got our PR teams involved, connecting with influencers and media outlets to invite them to the gallery launch event. We leveraged Burt’s Bees Facebook presence of over 2.8 million fans to promote the event and to auction off the art produced. We engaged Rogers Alerts, messages sent to opted-in Rogers Wireless customers, before and during the event to promote the gallery and sampling.

The event was the impetus to Burt’s Bees becoming the #1 lip colour line in the category inside 6 months.