During the summer of 2022, a trend erupted that L.L.Bean decided to capitalize on. The Instagram and TikTok account Ironic Boat and Tote had a moment. Essentially, it featured L.L.Bean boat and totes that were monogrammed with witty and cheeky words or phrases.
At L.L.Bean, we decided to create an AR filter for Instagram that would allow users to find their Ironic Boat and Tote phrase. While I did not create the filter itself, I worked closely with the freelancer we hired to get the filter published.
We decided to join in on the fun and show some of our employees using the filter. I helped to coordinate the volunteers and gathered their videos. I published all the videos in Instagram stories (even recording my own and driving people to click the filter name to try it on their own). However, we decided to create a Reel of all the videos as well in order to keep the content permanently on our feed.
I edited and published the Reel, which had over 78,000 views and over 1,750 engagements.