In partnership with Portraits of Hope, a charity that develops large-scale public art displays through art therapy and community education, we turned a parking lot into the first ice rink painted wall to wall with flowers. Volunteers, hospital bound children, local schools, and Special Olympics teams helped cover every surface from the ice itself, to the trees, to the ice maintenance machine in HERBAL ESSENCES’ visual calling card- the flower.

Paid, owned and earned media took a local execution national. A custom web series brought the story to life online; earned PR opportunities and celebrity spokespeople drove awareness, traditional media drove impressions and an on-site photo booth allowed rink visitors to take their pictures and upload them directly to social media sites, increasing engagement. The visual of the flower as well as the theme of community and beautification remained the same throughout all touch points, creating a consistent message.

Volume and share was up vs. year ago, setting record highs. We exceeded our impression goal by over 8 million, delivering 213,741,485 impressions to date. During the program Facebook “likes” were up 321%, new fans up 46%, post views up 476% and post feedback up 244%.

The real life results for HERBAL ESSENCES, and us, was the joy on the faces of the children and adults who helped transform a parking lot, inspiring others to bring beauty to people in the least expected ways.