LEGO

OBJECTIVE: Raising awareness about the 'Build To Give' charity project

TARGET AUDIENCE: 25 - 50 y.o. parents

LOCATION: Belgium (Wallonia)

TIMING: December 2021 


 

Influencer strategy

PLATFORMS

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. 

INFLUENCERS

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.

FORMATS

INSTAGRAM REELS

Reels were used to show the stages of star building between parents and children.

INSTAGRAM STORIES 

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.

INSTAGRAM POSTS

Posts were used to show the final results of the stars and ask followers if they like it or not.
 

Channels

Let's talk facts

Results

OBJECTIVE

The goal of the campaign (brand awareness) was achieved by reaching an impressive number of 270K unique viewers

HASHTAGS

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. 

REACTIONS

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
 

LIKES

3 834

E.R.

5,6%

REACH

276 534
Efluenz Response

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.


 

Belgium

Efluenz
Rue Royale, 100
1000 Brussels
Belgium

France

Efluenz
Pl. du Général de Gaulle, 8
59000 Lille
France

Contact information