LEGO - Build Your Story
The Ask
LEGO sought help to connect with diverse underrepresented audiences by leveraging a network of influencers.
Building the Strategy
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Analytical Approach:
We analyzed posts to identify those evoking the most extreme emotions from followers.
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Custom Sentiment Filter:
We built a filter to measure emotion across three tiers from simple likes to deep personal admiration, like “You are my hero” or “I love this so much.”
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Data Analysis:
We analyzed comments across four platforms, grouping sentiments into percentages to identify which content types evoked the strongest emotions.
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Key Insight:
Influencers who shared intimate details about their lives, beyond their niche (food, fashion, gaming), evoked the strongest emotional responses.
The Strategy
Approach
Through our custom sentiment analysis, we discovered that influencers evoke the strongest emotional responses from their followers when they share intimate details of their lives, going beyond their usual niche.
Build Your Story
Have a network of diverse influencers share their personal stories that define them (culture), using LEGO bricks as a catalyst for creating emotional connections.
