Lightlife was making a clean break from unhealthy additives and fillers in their products. So, to encourage people to also get rid of other unhealthy things in their lives, we teamed up with comedian Lilly Singh to create a social-media based hotline, inviting the Instagram community to tell us things they needed a clean break from in their lives. Like too much screen time, late night eating, and even obsessing over their exes.
Then we helped Lilly respond directly to fans by writing and creating custom, unique Instagram Story videos with her, in real time, giving them personalized, and hilarious advice on how to get rid of them.
Our activation generated over 80 Million social impressions and inspired people to also make a clean break from Lightlife's competitors.
