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
PLATFORMES
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.
INFLUENCEURS
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
E.R.
REACH
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.
