— PROJECT NAME

Build Your Story

— CLIENT

Lego

— ROLES

Social Strategy

Influencer Management

Content Briefs

Data Analytics

— TIMING

2023

The LEGO Group launched the #LEGOBuildYourStory campaign in Atlanta, a heartwarming initiative that showcased the creativity and stories of six diverse families through LEGO bricks. Over the span of four months, these families shared their unique narratives and creations on social media, generating widespread community engagement.

The campaign leveraged family influencers who documented and shared their LEGO-building experiences on social media. This authentic content resonated deeply with the audience, driving high levels of engagement. The culmination of the campaign was a gallery event where the local community could see the families' LEGO creations up close. Attendees were also invited to build and share their own family stories, creating a vibrant and interactive experience.

The content shared by family influencers was also transformed into OOH advertising pieces displayed across the United States. This transition from digital to physical media extended the campaign’s reach and visibility.