Reimagining a Classic
Carmex
Brand + Media + PR + Social + Web + Influencer Program
The Challenge
To compete in a saturated market of large-scale competitors, Carmex sought to modernize its classic brand to reach millennial audiences, while keeping its core identity intact—one that consumers have loved since 1937.
The Insight
To accomplish a refresh that not only rejuvenated the brand’s look and feel but also cohesively tied together its diverse product portfolio, Carmex kept one goal in mind: reaching consumers at a national scale in a relevant and authentic way.
Remixing, and Reimagining a Classic
BVK launched an integrated earned media strategy that brought Carmex’s fresh personality to life through a mix of public relations, social media and influencer programs.
To reach new audiences, BVK infused a new look into the brand’s social presence as well as a full redesign of MyCarmex.com, introducing new content types like lifestyle imagery and short-form video, to rework the brand’s creative aesthetic across all social platforms. BVK strategically tied these new content forms to relevant themes and the brand’s core messaging.
The Results
Carmex sales outpaced category growth rates for over 27 consecutive months, and the brand is growing double digits year over year in a category that grew 4.9% during the same time period.
73.7 MM
unique social campaign visitors resulting in over 6.6 million engagements and 2.9 million video views
+180 %
increase in Instagram reach
9.1 %
engagement rate for collective social channels
991
media placements and more than 1 billion impressions
14.4 MM
impressions and over 430 high-quality placements via influencer programs