For 40 years, MEGA BLOKS has been a trusted brand in the building toy category. However, to maintain relevancy, especially among the new parents of today’s generation, we knew we had to activate in unexpected and engaging ways.
To achieve this, we collaborated with influencer and DJ Lenny Pearce, leveraging his reach and creative expertise to drive awareness and engagement. Lenny’s content resonates with millennial and Gen Z parents, making him the perfect partner to refresh our brand’s appeal. We strategically selected the ABC Musical Train for him to remix, aligning his musical talent with MEGA BLOKS’ fun and educational play experience.
This collaboration not only expanded our reach but also amplified our engagement across key platforms. By seamlessly integrating MEGA BLOKS into Lenny’s native content, we created an authentic and shareable moment that reinforced the brand’s value in early childhood development. The campaign successfully sparked conversations among parents, reinforcing MEGA BLOKS as an essential learning toy while tapping into the cultural relevance of music-driven content.
By blending influencer marketing with creative storytelling, we revitalized brand perception and strengthened our connection with a new generation of parents. MEGA BLOKS remains a timeless brand, and through strategic partnerships like this, we continue to evolve while staying true to our mission: helping little builders grow, learn, and create through play.
To bring this project to life, we took a bold and unconventional approach. Rather than dictating a rigid creative brief, we gave DJ Lenny Pearce complete artistic freedom, something rare in the influencer space.
We recognised that his talent and unique style aligned perfectly with our vision, and we saw an opportunity to push the boundaries of traditional partnerships. Instead of imposing strict creative guidelines, we took a bold creative risk, offering him unprecedented artistic freedom, a rare move in brand collaborations. By fostering an environment of trust and innovation, we didn’t just enable the creation of something incredible; we demonstrated our commitment to authentic, high-impact storytelling. This approach not only strengthened our brand’s identity but also proved that when you empower creativity, you drive extraordinary results.
Our plan of action was simple but strategic:
Selecting the Right Partner: DJ Lenny’s engaging, music-driven content made him the perfect collaborator.
Empowering Creativity: Instead of micromanaging, we let him put his signature spin on our beloved train jingle, ensuring authenticity and a natural connection with his audience.
Seamless Execution: We worked closely with Lenny to refine the final remix while keeping the process fun and organic.
Maximizing Impact: The final track was shared across platforms, driving engagement and reinforcing our brand’s cool, modern edge.
Our collaboration with DJ Lenny Pearce wasn’t just a marketing tactic, it was a game-changer. By daring to do what few brands do, handing full creative freedom to an influencer, we redefined what authentic brand partnerships can achieve. This strategic move surpassed our objectives, elevating visibility and positioning our legacy brand as fresh, engaging, and undeniably cool.
The impact? One of the highest-performing pieces of content on our channel, racking up over 2.7 million views and 18,000+ engagements, igniting conversations and excitement across our audience. Parents and children alike embraced the remix, turning it into a viral sensation. The collaboration didn’t just drive hype, it drove results, with a measurable peak in sales proving that innovative marketing translates into real-world success.
Beyond numbers, this project set a new benchmark in influencer collaborations. By trusting creativity over control, we delivered something rare in the branded content space: a campaign that felt natural, relatable, and truly on trend. This wasn’t just marketing; it was cultural relevance in action, and the resounding success speaks for itself.
This project boldly broke industry norms, demonstrated the power of taking a calculated risk and achieved tangible, high-impact results that resonated across audiences. It’s proof that when you innovate, you lead.
