Dr. Beckmann gets the nation “lessting”
Insight
Dr. Beckmann wanted to drive sales of Magic Leaves while engaging both consumers and retailers. We spotted a cultural shift: Gen X “nesters” were choosing to live with less instead of more.
Idea
We created and owned the trend “Lessting”, celebrating a lighter, clutter-free lifestyle. Real-time research revealed Gen X habits, while Dilly Carter shared decluttering tips across social and broadcast, all supporting TV and paid media for a fully integrated, through-the-line campaign.
Impact
86
Press hits
34
Broadcast
195m
Reach
