ScreenCare

Medals Won

• 🥇 GOLD – Best Use of 1st Party Data
• 🥈 SILVER – Best Data-Inspired Creative

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Campaign Overview

Buried inside Amazon’s $180B skincare category and overshadowed by high-investment competitors, Burt’s Bees struggled to break through. Even their most loyal consumers—Lip Loyalists—weren’t considering the brand for skincare. Without strong retail visibility, we needed to meet audiences where their attention already was: Prime Video. There, we uncovered a universal but unspoken truth—the content people binge affects their skin. Stressful dramas, adrenaline-heavy action, and tension-filled true crime trigger real physical responses that show up on the face.

This insight inspired ScreenCare, the first skincare system shaped by streaming behavior. By linking Amazon.ca purchase data with Prime Video viewing habits, we transformed screen time into personalized skincare routines. Six binge-based ScreenCare sets were built to counter the effects of specific genres and delivered contextually within the Amazon ecosystem—immediately relevant, instantly shoppable. The result: Burt’s Bees became culturally relevant, data-driven, and embedded directly into daily entertainment rituals.

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Creative Concept

· Cinematic Skincare Reframing: ScreenCare reinvented skincare through a movie-trailer lens, using concept-artist illustrations and a professional trailer narrator to turn each streaming genre into its own “film universe” with bespoke kits engineered alongside Burt’s Bees’ scientific team to counter cortisol spikes, dehydration, stress breakouts, and sensitivity triggered by binge behavior.

· Ecosystem-Native Integration: The idea lived fully inside Amazon’s world—personalized Prime Video home-screen units, genre-triggered OLVs, dynamic Amazon.ca and IMDb placements, and a custom browsing tool that matched products to what users were watching in real time.

· Entertainment-Driven Amplification: Outside Amazon, influencers, earned media, Pinterest, and YouTube pre-roll extended reach by spoofing the movie trailers viewers were about to watch—making skincare feel like entertainment, not advertising.

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Execution Strategy

Precision Targeting Through Data Fusion: By linking Amazon shopping history with Prime Video streaming profiles, we transformed two isolated data sets into a single high-accuracy personalization engine focused on existing “Lip Loyalists.”

Genre-to-Skin Mapping: Six dominant streaming genres were identified and paired with the physiological skin effects they triggered—creating a behavior-driven foundation for personalized skincare recommendations.

Ecosystem-Wide Activation: Partnering with Amazon’s Brand Innovation Lab, we built a bespoke footprint across Prime Video, Amazon.ca, IMDb, and off-platform extensions, ensuring every ad felt cinematic, contextual, and rooted in the viewer’s real-time behavior.

Moment-of-Impact Interception: The strategy was designed to make Burt’s Bees relevant when consumers weren’t thinking about skincare—delivering personalized ScreenCare messaging at the exact moments skin stress was occurring: while they streamed.

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Impact and Results

· +62% new skincare customers (3× objective), demonstrating breakthrough acquisition and proving the power of behavior-based targeting in driving category entry.

· +36% dollar sales (2× objective), evidencing significant commercial lift and accelerated growth across Burt’s Bees’ skincare portfolio.

· +35% unit sales, confirming sustained purchase momentum and increased consumer adoption of ScreenCare kits.

· +4.6% brand awareness (1.5× objective), validating that ScreenCare elevated Burt’s Bees’ visibility within a crowded skincare market.

· +3.1% brand favourability (1.5× objective), signaling meaningful shifts in perception and stronger emotional connection with consumers.

· Amazon’s highest-scoring B2C PR campaign globally (2024), underscoring the cultural and earned-media resonance of the idea.

· 4× global benchmark performance for Amazon Brand Innovation Lab, confirming ScreenCare as a standout activation within Amazon’s innovation ecosystem.

· 2× industry benchmark in media mentions, reflecting strong editorial pickup and widespread cultural relevance.

ScreenCare proved that when data, culture, and behavior intersect, skincare becomes entertainment—and Burt’s Bees becomes a category contender overnight.

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Why It Worked

ScreenCare worked because it reframed skincare around a behavior people were already immersed in—streaming. By connecting Amazon purchase data with Prime Video viewing habits, the campaign delivered personalization that appeared exactly when skin stress occurred, making Burt’s Bees relevant in moments consumers weren’t thinking about skincare at all. And by presenting routines through cinematic storytelling rather than traditional beauty advertising, ScreenCare made skincare feel entertaining, intuitive, and culturally resonant—turning “Lip Loyalists” into first-time skincare buyers and proving that when data and behavior align, habit change becomes effortless.