Love Beauty and Planet: #SmallActsOfLove

The Ask: Create a brand movement that would position Love Beauty and Planet as a purpose-led beauty brand, driving awareness of its sustainable mission while encouraging consumers to take action through everyday, eco-conscious choices.

The Strategy: Rooted in the insight that Gen Z and Millennials expect brands to reflect their values, we launched a holistic campaign—#SmallActsOfLove—centered on sustainability, accessibility, and real impact. From packaging innovation to mission-driven storytelling, every touchpoint reflected the brand’s commitment to doing good for the planet without compromising beauty.

♻️ December Tentpole: Holiday spotlight #SmallActsOfLove x NYT

As part of the larger #SmallActsOfLove movement, we partnered with the New York Times to launch a seasonal social campaign encouraging more sustainable habits during the holidays—when U.S. waste spikes by 25%. Through light-lift, eco-friendly tips and storytelling, we empowered audiences to spread holiday cheer with purpose.

The Impact: 5K+ engagements, 130K+ impressions, 4.3% engagement rate (5x above industry average), 87.5% retention rate, Featured in Marketing Daily and Glossy

🩷 FebruaryTentpole: Love Beauty and Planet: A Valentine’s Day #SmallActsofLove

Turning a print ad into a sustainable love letter

The moment: To reduce waste during one of the most card-heavy holidays of the year, we reimagined a traditional print buy in People magazine as a sustainable brand activation. Instead of tossing it, readers could fold the full-page ad into a reusable origami Valentine.

The impact: This clever upcycle delivered over 35M impressions, bringing the brand’s mission to life in a way that was memorable, meaningful, and shared organically across social. Paired with a light-lift Instagram push, it proved that even a media buy can spark a #SmallActsofLove.

♻️ AprilTentpole: Earth Month Paid & Owned Media Highlights

Celebrating #SmallActsOfLove with purpose-driven content and interactive storytelling

Paid Media
• Snapchat Filter: Custom branded filter to drive awareness and UGC
• ELLE Magazine: Eco-friendly seed paper insert designed to be planted—literally growing the campaign’s message
• Custom Twitter Emoji: Created for #SmallActsOfLove to boost conversation and campaign visibility across social
•NYT Quiz: How a Drop in the Ocean Can Trigger a Sea Change

Owned Media
• Instagram Challenges: Daily Earth Month challenges to engage the community and drive eco-conscious action
• Planet Love Quiz: 6% of site users completed the quiz, with 65% falling into the top 2 planet-conscious personas
• Earth Day Anthem Film: 676K+ views in 2 weeks and a +2.3% lift in brand consideration