Unlocking LEGO YouTube Success: A Case Study on Data-Driven,
Start your career as color grading editor
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Choosing the right color software
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Choosing the best computer monitor
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Creating your viewing environment
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Conclusion
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TL;DR:
Our partnership with LEGO on their YouTube series Rebrickulous led to the capture of 10 million new subscribers and more than 250 million views, proving that data-driven, entertainment-focused content is the future of brand engagement.
Branded entertainment is all the rage after the massive success of the Barbie movie. At Video Brothers, we've got a knack for crafting compelling content for B2B but we’re also experts in brand storytelling for our B2C friends too. Case in point: our partnership with LEGO on their YouTube series, Rebrickulous (RBKLS), which skyrocketed their subscriber count by 10 million.
The Setup:
LEGO was on the hunt for a YouTube series aimed at engaging 10-14-year-old boys—a demographic that had always been a tough nut to crack.
The Roadblock:
LEGO initially wanted an influencer-led series focused on building LEGO sets. The end game? Sell more sets, of course. Not a bad idea, but we had other things in mind.
Our Masterstroke:
We took LEGO's RFP and flipped it. Instead of relying on existing influencers, we proposed creating LEGO's own brand ambassadors. Our pitch? A series that was all about fun and education, with zero sales pitches. Risky? Sure. But LEGO saw the potential and gave us the green light.
Strategy in Play:
Keeping the audience's attention was the real game. We opted for a data-driven approach, churning out three episodes per week and closely monitoring viewer metrics. We categorized content into "buckets" like Action/Sports, Science/Education, Pranks/Games and more. We adjusted our strategy and our creative based on what resonated with the audience.
Results to Brag About:
RBKLS ran for over two and a half years, 142 episodes, and amassed a staggering quarter of a billion views (combined with a VTR of 75%, that’s more than 2 billion hours watched). LEGO also earned more than 10 million new subscribers, making them the #1 Brand on YouTube. Beyond the stats, Rebrickulous was the proving ground for ideas that led to content like their hit show LEGO Masters.
Lessons from the Trenches:
Quick production cycles are crucial in the competitive landscape of YouTube. We found that running full episodes as ads was not only more effective than using sizzle reels but also led to significant time and money savings in post-production. Additionally, data-driven insights helped us optimize the viewer experience in various ways, such as shortening animated intros to maintain engagement and realizing the importance of continuous eye contact from our hosts to keep the audience captivated.
Signing Off:
The takeaway? Brands that focus on entertaining, audience-first content will always outperform those stuck in the old ways of relying solely on call-to-action ads. Be the content people want to watch, not the ad they want to skip.
Video Brothers is a content marketing and video production company. We’ve been in the biz for 10+ years making all types of video, from explainers to 140+ episode branded entertainment series.
