See like a bee!
110 K
Gardens checked for bee-friendliness
2.7 M
unique filter users
5.6 M
contacts through influencers
Insight & Idea
Have you ever seen purple sunflowers?
We’ve created an Instagram filter that mimics the color vision of bees, allowing people to check the bee-friendliness of their garden.
Situation
The increasing urbanization is leading to less habitat for wild bees in Europe. Can a DIY-store contribute to protecting endangered species?
Task
We built in on OBI’s expertise in terms of garden improvement – but this time, not just for humans, for bees.
Solution
An Instagram filter that allows users to see nature from bee-perspective. Entertaining and informative creator content generated the necessary buzz surrounding OBI’s garden expertise.
Services
/ Instagram filter programming
/ Social Media
/ Influencer Management
/ Direct Mailing
/ Video Production
How ist works?
Branded Filter
Bees only head for plants whose colors they can perceive.
OBI helps change perspective – with an Instagram filter that mimics the color spectrum of a bee and shows the motif in UV light.
Brand Purpose
More than just a statement for sustainability
With ‘See like a bee,’ we informed and empowered customers to create bee-friendly gardens together with OBI.
A filter is Talk-of-Town
User-generated content for bees
Thousands of users took pictures of their gardens or balconies using the OBI filter, shared them with their community, boosting awareness for the bee-perspective among millions.
Insert
From digital filter to real product
Plants and products selected by bees were featured in a bespoke mailing: the OBI Bee Brochure – by bees for bee enthusiasts.
Press Reaction
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