When you hear the name L.L.Bean, fishing may not be the first thing that comes to mind. But many people don’t know that the brand better known for flannel, fleece and coffee-table catalogs has a rich heritage in hunting, fishing and the outdoors.
Soon after the company began in 1912, L.L.Bean became known as the preeminent resource for rugged fishing and hunting equipment, including its iconic Maine Hunting Shoe. During its 107-year history, L.L.Bean has realized incredible growth selling high-quality gear and apparel covering the entire spectrum of outdoor activities—hiking, camping, paddling, cycling, and more. Throughout this success, L.L.Bean has always remained true to its traditional hunting and fishing roots.
As part of an overall outdoor brand positioning campaign, L.L.Bean sought to ensure that a bright light continued to be cast on its original hunting and fishing heritage. They enlisted Origin, whose aim was to further amplify L.L.Bean’s position as the authentic, credible resource for serious and beginning anglers alike.
Our approach was to develop a unique perspective on fishing that L.L.Bean could own, aligning with their overall positioning and differentiating them in the fishing space, while showcasing their trusted expertise.
Building off the insight that many outdoor enthusiasts are interested in the traditional hunting and fishing lifestyle, yet see these activities as inaccessible, we developed a theme that celebrates the mentorship and connections fishing creates while inviting everyone to join the excitement.
As part of an integrated campaign called Welcome to the Catch, we developed two short films around characters and stories that drive home the brand perspective on mentorship and togetherness (the first film was released in May; the second film will be launched later this summer).
To support the storytelling, we also developed a fishing "anthem" video that distills the strategy positioning down into a pre-roll format for delivery in paid media.
We also developed an approach to share useful tips and hints that make fishing more accessible to outdoor enthusiasts with a developing interest in the sport, using L.L.Bean employees for authenticity.
The instructional video content was also supported by a series of blog posts that provide similar helpful information in a static format.
All advertising and content drives users to a custom landing page that hosts the full collection of stories and content, and integrates key fishing product to drive credibility and sales.
Lastly, for customers who are in the market for fishing product, we developed pre-roll spots and product videos to highlight key fishing products for the brand, keeping the content in line with the brand perspective.
While the campaign is freshly launched, early metrics and engagement with the content show that the work connected with the target audience in a positive and meaningful way.
This approach has resonated with the client, and we are in the midst of developing a similar concept for hunting and general brand content which will launch later in 2019.
“I appreciate the thoughtful, strategic methodology that Origin has brought to this important project. Insightful, responsive, creative and fun--we look forward to our continued partnership as they bring their style of verve in promoting our traditional outdoor sporting heritage.”
Chris McDonough - Chief Sales and Brand Officer