Global launch of an iconic brand on TikTok 

Lego wanted to launch their TikTok channel with the Lego Botanicals range but were struggling to figure out how. I worked as a consultant to Lego’s in-house agency to develop a TikTok-first creative strategy and ideas for a launch campaign that would have authenticity and impact.

Approach: I led a cultural deep-dive into the hundreds of passionate Lego communities on TikTok to determine which ones to target for a Botanicals-focussed launch and how to manage the expectations (and reactions) of the passionate fans of Lego who wanted more than Botanicals content.

I built a social strategy and creative platform that gave us three tactical audience approaches - A niche approach to activate the FlowerTok community, a more mass appeal approach focussed on using Botanicals range in epic builds, and a reactive strategy to allow for classy opportunities to hijack cultural moments or trends.

Content formats and ideas were then developed for each approach, including Botanicals Challenge - an influencer-led content series that reimagined the talent-show format for a TikTok audience - using platform functionality such as Stitches, Duets and Playlists to reach and engage the FlowerTok community.

Results:  

• Lego Botanicals Challenge ran as the Global launch campaign for Lego TikTok. 

• Lego produced an episodic content series in partnership with TikTok florist creators around the world

• +1 million organic views across owned and earned channels

Role: Executive Editorial Director

Agency: We Are Social