Burt's Bees created an oasis in the city with an optical illusion waterfall to promote its range of sustainably made Tinted Lip Balm products. The installation in London’s Covent Garden Piazza brings a natural jungle oasis to life in full color, complete with colorful flowers that take after the colors of the lip products. Rather than being a physical installation that can people can immerse themselves in, the oasis takes the form of a water feature that's painted on the ground, so that from a certain vantage point, dynamic photos can be taken and shared.
The campaign is supported by a social media content and a competition that invites people to share photos on Instagram, making sure to tag the brand and make use of the #BeATrueForceOfNature hashtag.
Illusory Waterfall Installations
Burt's Bees' Oasis in the City Promotes Its Natural Lip Balms
Trend Themes
1. Optical Illusion Marketing - Creating immersive and visually striking installations to promote products and engage consumers.
2. Sustainable Product Promotion - Using creative installations and campaigns to highlight the sustainable aspects of a brand's products.
3. Interactive Social Media Competitions - Encouraging user-generated content and engagement on social media platforms through competitions and hashtags.
Industry Implications
1. Beauty and Personal Care - Applying innovative marketing strategies to showcase natural and sustainable beauty products.
2. Retail and E-commerce - Implementing immersive installations to attract and engage consumers in physical and online retail spaces.
3. Social Media Marketing - Leveraging social media platforms to drive brand awareness and user-generated content through interactive competitions.