Leveraging Influencers | Jess Lawler Social Media

Inspiring Girls: Influencers

LEGO x LEGOLAND Parks and Discovery Centers

wanted to demonstrate how visits to the attractions can inspire young girls to imagine a world without limitation, to Play Unstoppable.

I partnered with collaborators at LEGO to bring this campaign to life, demonstrating brand love and intent to visit through two types of influencers: Parents with daughters and influencers whose content appealed to young girls.

1.3M

Video Views

Met goal

667K

Engagements

Goal: 350K

10%

Engagement Rate

Goal: 2.5% ER

16

Total Influencers

The Brief

Inspire “Fangirls’” creativity through LEGO play at LEGOLAND

Parks and Discovery Centers and reinforce they have the

power to do phenomenal things.

Objectives:

Raise awareness of Play Unstoppable activities at attractions
Inspire girls to unleash their unstoppable creativity

Cohorts

Influencers contracted fill within at least one of three categories, and their audience makeup must represent these cohorts as well:

Moms of Daughters (Primary)
Father of Daughters
Family Creator with LEGO affinity

Content Focus

Share opportunities for daughters to create within LEGOLAND
Encourage fellow parents to fuel daughter’s creative confidence and equip them with tools to create
Highlight epic scale of creativity at LEGOLAND

Driving Brand Love & Visit Intent

Not only did the campaign smash engagement goals, but sentiment analysis indicated a deep brand affinity and intent for future visit, proving the campaign effective in meeting its goals. Sample comments:

Sample Content