The Carmex objective is to increase market share by opening new channels and reaching brand advocates.

Bolin Digital recognized that if it organized Carmex cult followers, it could leverage them as influencers to drive sales.

Bolin executed a number of tactics aimed at activating this core audience: a video contest promoted on YouTube, Vimeo and Epic Fu, a viral tool called My Carmex Kiss and a new site that acted as the platform for all things Carmex, including branded merchandise.

Carmex has experienced a 3% share of voice increase over Burt's Bees, which Carmex previously trailed by 10%. In addition, Carmex gained 3% in market share (unit sales) the last quarter of 2008. And, in a period where sentiment turned negative for all lip balm brands between August 2008 and January 2009, Carmex had the smallest loss of positive sentiment during the same period.