L.L.Bean | Summer
Even though summer is the longest season, it feels like the shortest — with 4 out of 5 people feeling like it passes them by.
We set out to help people get S’more out of Summer, with a national tour that culminated in L.L.Bean’s largest — and most successful — integrated brand engagement campaign of all time. The 975 million earned media impressions resulted in 80% of people associating L.L.Bean with summer and got over 47,000 people to spend an additional 13,000 hours outside.
The ingredients
S’mores making pop-ups in four major cities, styled as backyard campsites complete with games, activities and irresistible photo ops
Published the “Guide to Getting S’more out of Summer” — a digital and physical pocket-sized book chock full of prompts and games you can do outside and in your own backyard
Amplified the message with local and national press, influencers, media day and the “S’more Swatch” released on National S’mores Day which sparked friendly debate over the perfect marshmallow toastiness
Ultimate Backyard Campout contest that awarded 5 lucky fans a dream backyard makeover
Facebook, Instagram and Twitter posts throughout the season with tips, facts, videos and outdoor motivation
An Uber partnership and the brand’s first Amazon Alexa skill made it easier than ever for fans to get outside
The Planning
You might think roasting s’mores would be easy. But navigating spatial restrictions, fire codes, food & bev regs, security and partner integration across four major cities required patience, tenacity, and an incredible coordinated effort across our agency and client teams.
Results
Behavior change:
78% intend to do more outdoor summer activities (156% of goal)
7,495 participants across four key markets (432% of goal)
Attitude change:
975M earned impressions (240% of goal)
80% brand association with summer (160% of goal)
75% likely to consider buying L.L.Bean summer products (150% of goal)
Social engagement:
7.5% organic social engagement rate (750% of goal)
3.8M organic social impressions (200% of goal)
We also distributed 79,430 Guides and inspired people to spend 13,240 hours outside!
Role: Creative Director
Art: Kate Ross
Copy: Alisha Volkommer, Zach DeLuca