Objective:

• The “Maine” objectives for L.L. Bean’s campaign were to increase catalogue requests and convert prospects to buyers. The company looked to magazines to reflect the thoughtful nature of the L.L. Bean consumer, as well as the heritage, value and authenticity of its products.

Target Audience:

• Adults, age 35 – 54, with above-average household incomes who purchase direct (catalog, web, phone).

How Magazines Were Used:

• Magazines continue to be the primary lead generator for L. L. Bean.
• The environment of magazines perfectly reflects the thoughtful nature of the L. L. Bean consumer, the brand and the style of the products we sell. L. L. Bean is about authenticity and substance. Likewise, there is substance to a magazine...something consumers can hold in their hands and interact with. Photography and words are essential to communicating the value and genuineness of L. L. Bean’s products and brand. Magazines allow those two essential creative elements to be leveraged with maximum impact.

Results:

• Cool Beans. The campaign generated more than 490,000 leads, a +12% increase over projections.
  

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

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