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LEGO Builds
Social Launch

Launching the global social account for the GOATs of LEGO

Challenge

The most hardcore adult LEGO fans are in a league of their own. They're interested in complex builds and are on another level of building. However, LEGO's current social page targets mainly low to mid affinity builders like families and children.

How do we create a new space specially for our GOATS?

Idea

IYKYK
If you know you know. For our biggest fans, they love the feeling of knowing more about LEGO than the average person. They like feeling smart and superior. So let's feed that passion, and hit them with all the content that only a true fan will understand.

Understand the Heart

We combed the internet to see what our fans were interested in and talking about. From there, we strategically created content with different passion points that would make our fans scream internally.

The First Strategy: Hack it

Our hardcore fans love smart, cool builds. In this pillar, we speak on their level and provide inspiration on how they can add cheeky, quirky and novel LEGO twists to their everyday life.

The Second Strategy: Doing the Unthinkable

What do people love on the internet these days? Being unhinged. When a brand breaks out of character, especially a well-established family brand, you'll definitely get the internet's attention. Opening up retired, rare, expensive sets that are worth thousands? You got it. The brand itself breaking the law of LEGO bricks techniques? You got it. And we made quite a few people's hearts jump out from their chest.

The Third Strategy: Nostalgia Hits Hard

Throwback to when our fans touched their first LEGO brick. When they aced their exams and were granted their dream LEGO set. When they were the cool kid who owned the LEGO set that everyone wanted.

A Strong Visual Identity was Key

Everything was unified by a strong brand identity that stuck with users. Loud headers, bright colours and most importantly, the essence of the brick.

The ‘B’ shaped logo captures the builder’s process of building and experimenting.

Selected from the LEGO brand colours, the palette is rearranged to highlight a more mature, high energy fandom page.

Be it our highlights or any supporting elements, we ensured that they are always brick-first.

See the fun for yourself

There's so much more at our page. Exclusive access to the most sacred LEGO place on earth, amazing fan collaborations, and cool content that keeps you coming back for more.

Tap the icon to visit our page!