When BVK began its partnership with Carmex, the classic brand had been experiencing years of stagnant sales. This, in part due to fierce competition from consumer product giants who were vastly outspending them. To counteract this disadvantage, BVK launched an integrated earned media strategy blending PR, social media and influencer programs.
Targeting a younger customer, BVK’s all-new design was youthful, vibrant and fun, crafted to compete with the likes of fashion brands. Colors and designs leveraged the classic Carmex red and yellow, while also branching out to new flavors. With phenomenal increases in engagement, Carmex is now growing at a pace of over 14 percent year-over-year.
To elevate Carmex’s bold, youthful personality to a national audience, BVK created a strategic public relations plan, building relationships with editors at national publications and highlighting the suite of Carmex products. Carmex continues to receive positive national press, earning 1 billion impressions—and counting.
One key tactic to reaching new audiences was creating new social media content. Guided by an active community management presence and social listening strategy, Carmex’s social campaigns have reached over 73.7MM unique visitors since 2017. Collective social media channels earned a healthy 9.1% engagement rate.
With the help of BVK, family-owned Carmex competes against global consumer product giants like Pfizer and Clorox—yet Carmex sales have outpaced category growth rates for over 27 consecutive months. Today the Carmex lip care portfolio generates close to $100M in annual retail sales.