In 2022 for the month of May, which is Mental Health Month, L.L.Bean decided to go dark on social media. It was a way to encourage our followers to sign off for the month and spend time outside instead. It was in direct support of our purpose, to inspire and enable people to experience the restorative power of being outside.
I played a critical role in the development of the campaign, brainstorming and executing the creative for the social takeover. Our biggest push was on Instagram, where we archived all of our posts—there were thousands—and replaced our feed with a 3 by 3 grid, making up a larger illustrated landscape. We directed users to our bio link, which provided resources and tips on how they could enjoy the outdoors.
The campaign was wildly successful overall, gaining national media coverage and hundreds of thousands of impressions.