Stephanie Caruso
Stephanie Caruso
My team worked in partnership with LEGO, Golin and Brooklyn Brothers to create an immersive, larger-than life, LEGO DOTS “Core” Aesthetics pop-up experience in Los Angeles to inspire and encourage girls to try LEGO DOTS as a new medium for self expression. The space was designed with content sharing opportunities for influencers, media and consumers at every angle, driving mainstream buzz and encouraging visits to LEGO.com.
To authentically build buzz for LEGO DOTS as an aesthetic medium, we first had to meet girls where they are, on social, by partnering with the trendsetters who influence them to show the variety of ways they express their style with LEGO DOTS and #youDOTyou.
We further connected with girls and built the cool factor of LEGO DOTS aesthetics through a celebrity collaboration with Anna Cathcart and Meghan Trainor, including a limited-edition LEGO DOTS aesthetics posters, social quiz, cross-influencer engagement, and an earned media push with outlets that reach a younger audience.