01 / Talent
The creator picks.
We partnered with Australian Minecraft creators Ilsa Watkins and FuzionDroid to show off the playsets in a fun, native way, splitting the four sets across their two audiences.
Case StudyCreators · Social · YouTube · Instagram · Pre-Roll
Creators built the hype for LEGO Minecraft.
Four LEGO Minecraft playsets landed with young Australian gamers through talent-led video integrations with Minecraft creators Ilsa and FuzionDroid, plus targeted pre-roll.
The Brief
Make LEGO Minecraft a must-buy for young gamers.
LEGO needed to drive awareness and desire for four LEGO Minecraft playsets, the Training Ground, Rabbit Ranch, Fox Lodge and Mushroom House, with the key nine to twelve year old gaming demographic. You Know Gaming built a talent-led campaign to put the sets in front of exactly the right audience.
The more the content fits the community, the more the brand gets talked about. Real Minecraft creators playing with the sets made LEGO Minecraft feel native, not advertised.
Results
Reach
1M
ROI
3.3x
Views
3.5M
What we did
A talent-led takeover with Minecraft creators Ilsa and FuzionDroid, backed by pre-roll aimed at nine to twelve year old gamers.
02 / Ilsa
Inside Our Home.
Ilsa integrated the sets into a house-tour video featuring her partner, streamer Lazarbeam. The concept overdelivered, single-handedly achieving four times the estimated talent impressions.
03 / Fuzion
Modded Minecraft.
FuzionDroid folded the Training Ground and friends into a forbidden aquatic-creatures mod video, spawning dragon fish and piranhas for his Minecraft-loving audience alongside the sets.
04 / Social
Instagram cut-downs.
Ilsa's Instagram cut-down extended the reach and pulled comments from other big streamers like Lazarbeam, Tannar and Fasffy, putting LEGO Minecraft into the wider creator conversation.
05 / Pre-roll
Youth-targeted pre-roll.
Four LEGO Minecraft TVCs ran as youth-targeted pre-roll across the gaming network, overdelivering on booked impressions with strong completion and viewability.
About this campaign
Everything you need to know.
What is the LEGO Minecraft talent campaign?
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The LEGO Minecraft talent campaign was a talent-led activation by You Know Gaming that promoted four LEGO Minecraft playsets to young Australian gamers, using Minecraft creators Ilsa and FuzionDroid alongside youth-targeted pre-roll across the gaming network.
Who were the talent in the LEGO Minecraft campaign?
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Australian Minecraft creators Ilsa Watkins and FuzionDroid led the campaign, with Ilsa's video also featuring her partner, streamer Lazarbeam, and earning comments from creators like Tannar and Fasffy.
What results did the campaign deliver?
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The campaign delivered 1 million total Australian reach, a 3.3x return on investment and 3.5 million views across creator content and pre-roll amplification.
What did You Know Gaming do for the campaign?
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You Know Gaming selected and briefed the Minecraft creators, produced the talent-led video integrations across YouTube and Instagram, and ran the four LEGO Minecraft TVCs as youth-targeted pre-roll across its gaming network.
What platforms did the campaign run on?
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YouTube and Instagram for the creator content, plus pre-roll video across the gaming network, all targeted at a young Australian gaming audience.
Who is You Know Gaming?
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You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
