Life App-1
Submitted by TRIBEAgency IPI Score 32/100

LEGO Life App Creator Content Campaign

Influencer Marketing

TRIBE ran a creator content campaign for the LEGO Life app that paired app demos with physical LEGO play, and reports a 2.06% engagement rate across 331 creator posts.

6.5MCombined Followers
2.06%Engagement Rate
$0.48Average CPE
133.8KLikes & Comments

Case in 60 seconds

The brief set out to show why LEGO Life is the best app for kids, which meant making a digital app visible through content that also carried physical LEGO play rather than the app on its own.

The campaign turns on pairing the app with physical play rather than presenting it alone, because the bricks give a screen product something familiar and concrete for creators to show.

The organising thesis was that LEGO Life is best shown in use alongside physical LEGO, so the brief offered physical play, app demos, or both together rather than one prescribed format.

Creators submitted posts of LEGO Life alongside physical LEGO play, each asked for 2 or 3 variations covering physical play, demos of the app in use or the two together, and TRIBE reports 331 creator posts.

TRIBE reports 331 creator posts from a roster with 6,491,851 combined followers, a 2.06% engagement rate, 133,841 likes and comments and an average cost per engagement of $0.48.

Strategy Breakdown

Kids and the families around them, since the brief frames LEGO Life as the best app for kids and asks for content showing the app and physical LEGO play together.
The brief positions LEGO Life as a companion to physical LEGO play rather than a replacement for it, since it asks for content showing the app and the bricks used together.
The audience comments TRIBE prints praise ease of use with kids, creativity and the safety of the app, so commenters weighed trust alongside play when they responded to the content.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Creator Posts331 posts
Combined Followers6.5M followers
Engagement Rate2.06%
Average CPE$0.48
Likes & Comments133.8K likes and comments

Why TRIBE's strategy worked

  1. 1

    A brief that names several content routes lets each creator choose the one that suits their own channel rather than following a single script, so one commission can return the volume of 331 creator posts TRIBE reports.

  2. 2

    Anchoring a digital product to a familiar physical one gives creators something concrete to film, because an app demo on its own carries little visible play while bricks in a child's hands carry plenty.

  3. 3

    Asking each creator for 2 or 3 variations multiplies output from one roster, which turns a single commission into several framings of the same product that can be compared against one another.

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