Between Thanksgiving and New Year’s waste in America increases 25%. So how does a sustainability minded brand like Love Beauty and Planet help reduce this environmental impact? By leveraging a highly engaged audience to promote more eco-friendly ways to celebrate the holiday season.

To bring their mission to life, Love Beauty and Planet purchased a print ad in the New York Times. Challenging traditional media buys, the brand invested in a mission-focused design that would be featured as a full-page ad and could be upcycled as wrapping paper. Not only did this ad provide an alternative to creating excess holiday waste, but also drove brand awareness while bolstering the brand mission.

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We coordinated with the brand and partner agencies to drive awareness of this initiative on Instagram, including detailed planning, creation and execution.

Love Beauty and Planet collaborated with artist Leah Duncan to illustrate the ad, and scaled elements of her designs to social platforms. The ad was also seeded to press and influencers to generate earned media engagement, creating a comprehensive digital campaign with massive reach and a clear message: Love Beauty and Planet doesn’t just talk about sustainability, they give you the tools to make changes in your own life.

Over the course of one week, we launched a mini awareness campaign on Instagram that included a series of eight in-feed posts and four stories to promote the initiative and educate followers on the brand’s mission. With remarkable engagement, we empowered the audience to spread sustainable holiday cheer.