The LEGO Group · Content / Brand / Digital
LEGO Playwaves
A digital content and audio platform designed to extend LEGO play into everyday family moments.
Context
Families engage with the brand across more touchpoints than traditional campaigns can cover. The opportunity was to create an always-on content destination that lived in daily routines.
The Idea
Build a content platform, not a one-off campaign — short-form audio and digital experiences that turned play into a habit.
My Role
- Led the local launch and content strategy for the platform
- Partnered with global and regional teams on market adaptation
- Set the digital distribution and audience plan
- Managed content production and partner integration
Execution
- Local content series aligned to the platform format
- Distribution across owned and partner digital channels
- Social and CRM support to drive repeat engagement
- Clear metrics framework for content performance
Public-Safe Impact
- An always-on content destination for the brand in market
- Engagement across digital and audio touchpoints
- A scalable content platform approach
Selected commercial results available privately on request.
Film
Gallery
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