LEGO Girls

Drive awareness for the LEGO girls range to a targeted audience of low-affinity parents.

We hand-picked 15 mums and their daughters and facilitated their experience with LEGO. Mums created social proof online, reaching a potential audience of over two-hundred thousand people spreading the message that LEGO is for girls as well as boys.

15
Influencers

33
Pieces of content

219,223
Total Reach


The Challenge:

Awareness – Drive awareness for the LEGO girls range to a targeted audience of low-affinity parents.

Perception – Shape perceptions of LEGO and position it as a social, creative, positive play experience that is for both boys and girls and offers great value.

Advocacy – Spread WOM to other parents about the LEGO girls range through high-quality and authentic UGC.

Our Strategy:

To raise awareness and drive advocacy for the LEGO girls range, Social Soup identified and engaged with a set of low-affinity parents, gifting them with LEGO for their daughters and tasking them to help spread the word about the creative and social benefits of playing with LEGO.

LEGO

“We absolutely loved our LEGO package. My 6yr old was so excited to upgrade from Duplo and has not stopped creating.”

Souper Jesika

The Results:

The results achieved were incredible, with 219k achieved in overall reach, 33 pieces of photo content generated and an overall engagement rate of 4.9% – significantly higher than the 3.1% engagement average for Social Soup campaigns across similar categories. Influencers also gave an overall 5-star rating for LEGO, demonstrating strong brand love for new parents welcomed into the LEGO ecosystem.

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