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WORLD BEE DAY

20th May 2021

The Guerlain House, Demonstrating more Commitment than ever to Preserving Bees

BACKGROUND

To coincide with World Bee Day Guerlain is mobilising its communities and the worldwide general public to unite by its side in commitment and action. Its goal is to raise up to one million euros towards strengthening the Guerlain For Bees Conservation Programme featuring six House partnerships and initiatives dedicated to bees.

WORLD BEE DAY

That’s why between the 20th and 22nd of May, which are symbolically World Bee Day and the International Day for Biological Diversity, Guerlain will be holding an international fund drive to raise up to one million euros in aid of the Guerlain For Bees Conservation Programme.

Over three days, the House will donate 20% of its worldwide sales3 as well as 20 euros for every repost of its 20th May World Bee Day Instagram image which features the #GuerlainForBees and #WorldBeeDay campaign hashtags.

Credit: Guerlain.com

OBJECTIVES

  • Encourage storytelling through our media partners about Guerlain’s sustainability and protecting of the bees’ initiatives.

  • Raise awareness and increase exposure of the worldwide cause and fundraising.

  • Continue the storytelling throughout the year to ensure the awareness continues to grow within the Australian market.

PRESS EVENT

AWARENESS: An Educational Press Luncheon

To help build awareness and reach within the Australian market, we held a luncheon with editors and influencers at the Royal Botanic Gardens, Sydney to emulate and act upon Guerlain’s commitment of “Saving The Bees”.  
Credit: Photographer – Studio La Tessa @studiolatessa
Over 50 guests attended, to help widen the communication through their social channels, for everyone to act upon the global initiative in saving the bees. 

Our brand team and guest speakers Eleanor Pendelton @Eleanor Pendleton and The Urban Beehive spoke about the importance of a sustainable world, the lifecycle and importance of the bee.

Credit: Photographer – Studio La Tessa @studiolatessa

SENSORIAL EXPERIENCE: Honey Tasting

Guests were then invited to taste the different types of honey produced by The Urban Beehive with a selection of gourmet cheeses and crackers. The Urban Beehive is a local beekeeping company that aims to protect local bee populations by installing Beehives in local and home gardens.
Credit: Urban Bee Hive @theurbanbeehive & Photographer: Studio La Tessa @studiolatessa
Followed by a lunch inspired by honey.
Credit: Photographer: Studio La Tessa @studiolatessa

AWARENESS: Through a Key Opinion Leader

Partnering with Eleanor Pendelton to share her very own experience and thoughts about how we can help improve today’s world, we embarked on a short video which was shown on the day and hosted on her social channels to drive the message about Guerlain’s commitment.
Credit Eleanor Pendelton @eleanorpendelton

SUPPORTING A CAUSE: World Wide Commitment

Each guest was invited to share a social post, provided by Guerlain, to help contribute to the global fundraising cause of raising 1.0M euros across 3 days.

Credit: Influencer content
Creating “Bee Moments” with our guests.
Credit: Photographer: Studio La Tessa @studiolatessa

COVERAGE

With over 50 guests attending, we:

Reached 8.5M people across digital and print publications.
Activated over 60+ social posts on World Bee Day reaching over 1.8M followers.
Raised 1.0M Euros worldwide through our social communities to help save the bees.

Achieving ongoing exclusive mentions and stories were obtained through key titles.

Credit: marie claire Australia: print & digital exposure
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