With their new burgers, Lightlife was making a clean break from unhealthy fillers and additives in their products. So we teamed up with late-night comedian Lilly Singh to help dole out hilarious, personalized advice on how to get rid of stuff you no longer need. Because, let’s face it, we could all use a clean break from a few unnecessary things in our lives like bad dates, late night shopping, and food made with synthetic ingredients you’ve never heard of (i.e., most of the plant-based burgers out there).
We created a social-media based hotline, inviting the Instagram community to tell us what they needed a clean break from. Then we helped Lilly respond directly to fans with custom, unique videos we posted to Stories in real time. Our activation generated over 80 Million social impressions and inspired people to make a clean break from Lightlife's competitors.
