Connecting with consumers. Companies can no longer create their products or services and stay on the sidelines of topics that matter to their audience. Brands are engaging with topics like mental health, inclusivity, and social justice, or face becoming irrelevant in 2021. In a significant example of the importance of this type of issue commitment, LEGO Group just announced its new set, Everyone is Awesome, to celebrate diversity, during the upcoming Pride Month. This specific set draws inspiration from the rainbow flag from the LGBTQ+ community, and was created to celebrate everyone.




LEGO’s announcement went viral, with 41K engagements from all around the world in two days. 
Building a community. LEGO’s new set shows the brand’s commitment to promoting love and acceptance around the world. The announcement was discussed by more than 20K people, and the official tweet from the company was liked, retweeted, and commented on by over 40K. With this launch, the LEGO Group showed it believes in a diverse and inclusive workplace, which is why they’ve not stopped there, partnering with various organizations to make sure it supports employees who identify as LGBTQ+. 



Looking at conversations on social media we saw mostly positive comments with the rainbow and heart emojis leading those conversations. 
Success before its launch. Conversations around the product itself have been very welcoming, with over 64% positive sentiment. Many went to social media to share their excitement, celebrate the initiative, and talk about the perfect time to launch this product. LEGO has proved that committing to a topic important to their customers is a great way to show where the company stands. With so many brands competing for attention, those that stand out and connect with their audience will come out as winners. 

About Talkwalker 
Talkwalker is an enterprise listening company helping the world’s largest brands to drive revenue by activating the voice of their customers. Through our AI-powered platform, we gather data from the conversations that happen around your brand - online, in the media, and within your company - to uncover, understand, and action consumer insights. Over 2,000 companies worldwide already use this conversational intelligence to protect their brands, measure their campaign impact, and identify what drives purchase decisions. Building consumer connections, and helping to make them globally loved brands. Talkwalker has offices in Luxembourg, New York, San Francisco, Frankfurt, Singapore, Paris, Tokyo, London & Milan, with 400+ employees across the globe. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide