OBJECTIVE: Raising awareness about the 'Build To Give' charity project
TARGET AUDIENCE: 25 - 50 y.o. parents
LOCATION: Belgium (Wallonia)
TIMING: December 2021
We chose Instagram platform due to its extended content possibilities (stories, posts, reels) and it was easy to use it for adding clickable link for the charity.
In order to cover the audience from the Wallonia, a mix of influenceurs (nano, micro, mid tiers and macro) were chosen. Also, we had a Brand Ambassador for the campaign.
Reels were used to show the stages of star building between parents and children.
Stories were the best way to present the project, to talk about hospitalized children and to convince followers to take part in this campaign at their level.
Posts were used to show the final results of the stars and ask followers if they like it or not.
Let's talk facts
The goal of the campaign (brand awareness) was achieved by reaching an impressive number of 270K unique viewers.
Following the hashtag #BuildToGive, many people around the world played the game. As a result, the campaign collected more than 27K photos of LEGO stars were published on IG to support the campaign.
All influencers get a lot of reactions on their posts, especially in comments. Followers were impressed by the campaign and repeatedly praised the brand's commitment.
How did we do it?
STARS IN THE SKY
Inﬂuencers were called to participate in a charity project leaded by LEGO. Indeed, doing a good deed especially around the Christmas celebrations made sense. 'Build To Give' is a project for hospitalized children and the goal was to create stars with LEGO bricks. All influencers received at their home a LEGO box to create the best stars with their children and to share it on their networks and explain the concept to their followers to convince them to do the same. It was a beautiful campaign and a lot of comments from influencer’s followers has proof that they will remember this campaign and the good work LEGO has done.