BACKGROUND
When most people think of L.L.Bean, they picture boots and flannel. To help balance their sales curve, L.L.Bean wanted people to picture tents and t-shirts. Because getting people outside is their mission – even in summer.
THE ASK
Develop an initiative that celebrates the shared joy of the outdoors and elevate consumer awareness of L.L.Bean’s summer products. Even though summer is the longest season, it feels like the shortest with 4 out of 5 people feeling it passes them by too quickly. To help L.L.Bean’s customers get more out of their summer, we created an irresistible campaign that gave customers exactly what they crave, in a way that was sure to get them outdoors and make the most out of the season. We did this by serving up outdoor activities, ideas, and one tasty treat to help get everyone get S’MORE OUT OF SUMMER.
THE GUIDE
The campaign centered around the Guide to Getting Smore Out of Summer – a handbook of quick and easy ways to make outdoor memories. We distributed it – and s’mores – at festivals and fairs across the nation. In total, 79,430 guides were distributed.
THE S’MORE TOUR
In four major cities, we used L.L.Bean gear to outfit epic backyard-style campsites, complete with outdoor skill workshops, games, and more. We partnered with Uber and Amazon to make it easy to get outdoors on demand. We also rewarded five lucky families who shared how they were getting #SmoreOutofSummer with an ultimate backyard camping setup. Together, we met over 40,000 people, spent over 13,000 hours outside, and roasted over 9,000 s’mores.
THE 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!
CD: RICHARD SHIDELER
CW: ZACH DELUCA