Burt's Bees | Shoppable Social Media Campaign

Burt's Bees sell products through both their D2C e-commerce site as well as third party retail partners. The possibilities for running shoppable campaigns for third party retail partners are very limited through native social ad formats.

Therefore Burt's Bees partnered with Smartzer to build a shoppable video experience where consumers can explore products and click through to purchase from Boots UK.

A video was produced which showcased the main Burt's Bees Chapstick. The video was uploaded to the Smartzer platform. Product information was added for the main item showcased in the video as well as similar items from the range that were available to purchase through Boots. The video was tagged through Smartzer's drag and drop tool to create shoppable hotspots as well as building a shoppable product carousel. The social ad was then built where a preview of the ad was used to launch the shoppable experience through the main call to action.

The Burt's Bees shoppable video experience reached a click-through rate of 7%, which is considered very high for this product category. In addition to this, 28% of viewers completed watching the full video ad. Those who finished the video also had the opportunity to explore the products on the shoppable replay screen carousel.