Screen Shot 2014-01-06 at 12.06.03 PMEven though a third of beauty brands have a Vine account, 39% have never posted. However, a few brands started investing in the platform less than a year after it was bought by Twitter. Our 2013 Digital IQ Index: Beauty features Burt’s Bees collaboration with animation artist Jethro Ames as a standout Vine effort in the category.

The #6SecondClassics Vine campaign animates summaries of classic literary works Julius Caesar, Moby Dick, The Metamorphosis, Little Women, The Scarlett Letter, Gulliver’s Travels, and Twenty Thousand Leagues Under the Sea. Six signature Burt’s Bees products play the characters. #6SecondClassics uses a new platform to promote products that have remained consistent in availability and composition since the company’s early days. The blend of old and new is characteristic of Burt’s Bees. Its website is up-to-date and well-designed with e-commerce capabilities, reviews, and product information that pops up with a mouse hover. At the same time it references the brand’s history with pictures of the founders’ early creations and words of wisdom from co-founder Burt Shavitz, who still lives in pseudo-isolation and keeps bees. Proof that technological advances do not necessarily take away from brand heritage.

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