Two years after creating the LEGO Group’s EVP, we were reimagining Just imagine. We updated the design and messaging and found a creative way to include more of their awesome people.

For launch, we wanted to tap into the power and authenticity of their colleagues to bring life at the LEGO Group to life. It was their time to shine on social.

Our research showed that, while the themes of playful workplaces and fun were shining through, parts of the EVP needed more focus – diversity and career development, in particular. There were key teams that needed highlighting too. So we hand-picked ambassadors with stories that would help us do exactly this.

When it came to finding ambassadors, we went global. While running employer-brand photoshoots in Boston, Billund and London, we built up a diverse community of over 50 LEGO colleagues. They couldn’t wait to share their inspiring stories and love of the brand with the world.

We’d encouraged LEGO® colleagues to reshare content on social before. But this time, we wanted them to get their own stories out there first before they got shared on the LEGO Careers social channels.

To really make a splash, we explored a few new ideas, such as Thought Leader ads on LinkedIn and Instagram Collaborator posts.

To thank them for their help, we created a ‘toolbox’ for each ambassador. These were full of things like:

• a profile picture for LinkedIn
• lifestyle and hero portrait shots
• a personalised LinkedIn banner
• post copy
• an ambassador briefing pack full of tips and advice.

We also kitted out a Canva portal, where they could create new social posts and share their stories, their way.