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Learn from Burt's Bees: Social Isn't Always the Star
By: Christine Geraci
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In this world of Groupons, Facebook offers, and digital vouchers, it's sometimes refreshing to see when a company offers you something in print. Burt's Bees did it in Minneapolis — in a truly creative and inspiring way. 

To launch a new line of moisturizing products, Burt's Bees painstakingly constructed a billboard made out of about 1,300 Post-it notes, each a $3-off coupon for the new product. The Post-it notes made up an image of a dull-looking woman with the message, "Does your skin feel dry and flaky?" From far away, the Post-its gave the image a textured, flaky look. Within five hours of the billboard going up, enough people moseyed on by to grab a coupon and reveal the image underneath: a picture of the same woman with a glowing, smiling face thanks to Burt's Bees' new hydration moisture product. 

According to MediaPost's Creative Media Blog, the agency behind the campaign released a time-lapse video of people "transforming" the billboard by grabbing coupons. The campaign was "supported by paid, pre-roll video and standard and pop-up banner placements on YouTube, as well as paid-search advertising and blogger outreach."

So what does this tell us?

To me, this reminds us that social media, and even digital media, do not always have to play the starring roles in your customer outreach. In fact, sometimes, it's better for these tools to be supporting actors. 

It's also an important reminder that social media is not a strategy. Social media represent platforms. And they aren't the only platforms for getting your message out there. Many times, what you need is good old-fashioned creativity, backed by solid data. Burt's Bees took the billboard (considered by many to be a dying advertising method) and refreshed it by making it interactive.

I hope this inspires you to step back and look at the big picture when it comes to your digital strategy, just to make sure it's backed by solid reasoning.


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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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