Company: Lego Systems
Campaign: Rebrickulous VidCon Influencer Collab
Agency mix: Catalyst (influencer marketing), Indie Whip (production), Good Sense (event production), Google (sponsorship)
Duration: June – August 2018
Lego partnered with 13 influencers to create a live jam session at VidCon 2018, driving awareness with key audiences, and generating video content for an episode of Rebrickulous, the brand’s YouTube show.
Lego began planning for the campaign in the spring of 2018. VidCon U.S. 2018, the Viacom-owned conference dedicated to online video and digital creators, took place in June.
For the convention, Lego Systems became a sponsor of YouTube OnStage Live. The brand was looking to increase awareness and connect with older consumer audiences for its YouTube show Rebrickulous, which showcases how fans can use Lego bricks in unexpected ways.
"With VidCon naturally being a celebration of creativity and innovative content makers, we were inspired to contribute," explained Matthew Schultz, digital marketing manager at Lego. "We were looking to reach new audiences and demonstrate how Lego bricks can bring people together for an ultimate creative collaboration."
Lego decided to partner with Andrew Huang, a Canadian music producer and content creator with nearly 1.5 million YouTube subscribers, as the key influencer to represent the brand at VidCon.
Lego designed an experience calling on other influencers attending the event to create a custom song with Huang using instruments built with Lego, capturing video content which would eventually be made into a Rebrickulous episode.
At YouTube OnStage Live event at VidCon on June 21, 2018, Lego created a custom sound booth backstage. The brand contacted and scheduled for 13 influencers who were attending the event to join Huang in the sound booth and record a jam session.
Other influencers tapped for the event included: Marshmello, an American music producer with 13.5 million followers on Instagram; Chad Wild Clay, a YouTuber with more than 5 million subscribers; and Dotan Negrin, a YouTube pianist who runs the channel Piano Around.
"With any influencer campaign, it’s so critical to go beyond just reach and subscribers when identifying," said Schultz. "It’s all about finding partners that connect in an authentic way with your brand and then truly letting them co-create with you."
The brand also created Lego BrickHeadz characters modeled after each of the influencers who participated in the event.
"During the event we wanted to bring our fans not at VidCon into the experience and created real-time Instagram stories featuring the creators," added Schultz. "Many of the creators also shared their experience out on social, as well as their custom BrickHeadz."
The Rebrickulous episode filmed at VidCon was released on YouTube on August 24.
Huang also released his behind-the-scenes video on social, helping drive users to watch the Lego episode.
The Lego Rebrickulous episode featuring the VidCon influencer collaboration has received more than 892,000 views since it was posted in late August, making it one of the most viewed episodes of the 89-part series. The video also received more than 6,700 likes and nearly 500 comments.
Haung’s sponsored video of behind-the-scenes footage received more than 223,000 views on YouTube, with more than 9,300 likes.