LEGO® Friends partnered with Nickelodeon to increase social currency among their core target of girls 4-12. The goal of our branded content was to show that LEGO® Friends’ new playsets offer an expressive play experience and let girls dive into a variety of passion points together. To amplify the narrative and key message of friendship, we set out to create a branded podcast that incorporated reality-based storytelling and triggered relatable conversations for our target of extroverted girls. When it came to creating a connection with our audience, we wanted to focus on relevant topics for discussion including modern friendship and magic, inspired by the “Shopping Mall” and “Magical Funfair” playsets, and show how LEGO® Friends can spark, build, and strengthen those friendships among Girls 4-12.
We built on the momentum of last year’s Shorty-nominated “LEGO® Friends Girls on a Mission Podcast,” with a second season, and focused our messaging into two podcast episodes, each with a companion video episode launched on Nickelodeon YouTube. The episodes were built around hosts, themes and gamified segments that were authentic, relatable and entertaining for our fans. We brought back influencer Jordan Mae Williams from season one, and teamed her up with influencer Kheris Rogers as the voices (and faces) of our series. Together, the two friends shared real stories, covered a range of relatable topics, and challenged each other through fun, over-the-top games.
Episode one, “Getting Out There”, used the Shopping Mall playset as a catalyst to dive into the excitement of getting back out into the world post-pandemic, while episode 2, “Magic”, focused on a variety of magical themes; from the supernatural, to the true magic of friendship.
The audio version of the podcast was distributed on Spotify, Apple Podcasts, Google Play, iHeartMedia, Stitcher and TuneIn, and video companion pieces live on Nickelodeon YouTube. On their own YouTube channels, our hosts, Jordan and Kheris, promoted the episodes by posting behind-the-scenes looks at their experiences recording the podcasts together.
This campaign delivered over 6.1 million impressions on the Nickelodeon YouTube channel and 2.5M views. The podcast episodes garnered close to 20K total downloads with listeners tuning in from all over the globe, and the fan reviews exceeded all expectations with 4.7/5-star ratings on platforms like Apple. Ancillary cut-downs of the content delivered 2.9M impressions across Nickelodeon’s Digital Ecosystem (Nickelodeon OTT/VOD & Nick YouTube pre-roll). On influencer platforms, we received overwhelmingly positive sentiments from fans. The strong performance not only shows that the content resonated with listeners (and viewers), but that Nickelodeon enabled LEGO® Friends to connect with the extroverted girl, delivering key messaging of friendship in a relatable and light-hearted way.
