Growing a Theme Park Brand
LEGOLAND Parks needed to build credibility and brand recognition deserving of their LEGO-backed brand.
I built a social media program across their three US-based parks that more than tripled performance across social media KPI's, strengthened partnerships with LEGO, and grew a community of loyal fans -> park visitors.
Social-Led Content
Through the development of a strong social media strategy, rooted in consumer insights and business goals, I delivered exceptional growth across all three parks. Foundations of the strategy include but were not limited to:
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Defined the LEGOLAND Parks brand voice, look, and personality online
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Established strong customer cohorts rooted in consumer insights
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Created content pillars & social-first creator guidelines to garner KPI growth
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Built channel-by-channel playbooks
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Set growth KPI's tied to business growth goals
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Strengthened CAPEX launch and campaign strategy/execution
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Hired and trained a team of creators (and created alongside them)
See below for results and sample content by park.
10M
Owned Impressions
+73% YoY
2.6M
Engagements
+21% YoY
3%
Engagement Rate
+63% YoY
636K
Followers
+8% YoY
LEGOLAND Florida
Sample Content
The following illustrates strong growth and the evolution of social-first strategy that contributed to building loyal communities.
7.7M
Owned Impressions
+3% YoY
2.3M
Engagements
+5% YoY
18%
Engagement Rate
+915% YoY
247K
Followers
+13% YoY
LEGOLAND New York
Sample Content
The following illustrates strong growth and the evolution of social-first strategy that contributed to building loyal communities.
17M
Owned Impressions
+71% YoY
3.8M
Engagements
+14% YoY
2%
Engagement Rate
+414% YoY
957K
Followers
+3% YoY
LEGOLAND California
Sample Content
The following illustrates strong growth and the evolution of social-first strategy that contributed to building loyal communities.
Sample Content from before my strategic and creative leadership
