Submitted by Viral Talent

Nike Air Max 95 x LEGO Family Creator Launch

Influencer Marketing

Viral Talent cast a mummy and daughter creator duo to launch the Nike Air Max 95 x LEGO collaboration for family audiences, reporting over 459.7K organic views.

459.7KOrganic Views
3.17%Engagement Rate

Case in 60 seconds

Nike and LEGO wanted product awareness and engagement among family audiences for each drop of the Nike Air Max 95 x LEGO collaboration, while the one fixed condition on the creators was that the content stay kid-focused.

Family audiences engage with creators whose established formats they already watch, so the brands loosened the brief rather than scripting it, because the page frames genuine, creator-led content as the route to awareness with this audience.

Nike and LEGO let creators work the collection into their existing content style rather than follow a rigid brief, so the launch ran on the creators' own formats with kid-focused content as the single requirement.

Anastacia and Aliyah, a mummy and daughter duo from the Viral Talent roster, featured the Nike Air Max 95 x LEGO collection in dance routines and 'Get Ready With Me' videos, which were shared across TikTok, Instagram, YouTube Shorts and Instagram Stories.

Viral Talent reports that Anastacia and Aliyah generated over 459.7K organic views across TikTok, Instagram, YouTube Shorts and Instagram Stories, with a 3.17% engagement rate, and the page states no sales or follower figures.

Strategy Breakdown

Family audiences, reached through content that had to remain kid-focused.
The page casts Nike and LEGO as hosts of the creators' own content rather than its authors, since the brands asked only that the content remain kid-focused and left format and style to the creators.
Family audiences engage with creators whose dance content and family dynamic they already follow, so the agency placed the products inside those habits rather than building new formats around them.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram
  • YouTube

Partners

  • Viral Talent

Creator role

  • Anastacia
  • Aliyah

Results & Evidence

MetricValue
Organic Viewsover 459.7K organic views
Engagement Rate3.17% engagement rate

Why Viral Talent's strategy worked

  1. 1

    A loose brief with one fixed requirement, here that content stay kid-focused, lets creators keep the formats their audience already expects, so the brand content sits inside an existing viewing habit rather than interrupting it.

  2. 2

    Casting a parent and child duo gives a family-targeted product two natural presenters, because the family dynamic itself carries the kid-focused condition rather than the brief having to enforce it.

  3. 3

    Repeatable formats such as dance routines and 'Get Ready With Me' videos give a collection several product moments, which suits a launch the page describes as built around successive product drops.

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