So we made the machine the story.
One media and influencer day in a Lancashire mill, and national news within weeks.
Photo: James Speakman
Results at a glance
The launch in numbers.
PR reach across regional, national, TV, broadcast and influencers
Pieces of coverage, including The Times, The i and BBC News
BBC North West Tonight, BBC Radio Lancashire, Newsround, 5 Live and 5 News
WeBuyBricks' own following in 12 days
Positive brand sentiment, across press and creators
WeBuyBricks is the biggest LEGO® brick reseller, and it needs the public to sell it the old sets sitting in their lofts. Its Brick-O-Matic, housed in a converted mill in Rawtenstall, uses AI to recognise 50,000 different LEGO® pieces and sort them at speed. It's believed to be the first machine of its kind in the UK, and almost nobody outside the business knew it existed.
A press release about a LEGO® reseller isn't news, even the biggest one. A British-built machine that finds the money hiding in your loft is. We trained the spokespeople, then ran a media and influencer day at the machine's home, with each outlet given the angle that suited it: the technology, sustainability, the money in your attic, or the nostalgia.
The Times covered it, and broadcast followed, from BBC North West Tonight and Newsround to 5 News and Radio 5 Live. Twenty creators made content from the day, with a combined following of 48,000, and WeBuyBricks' own following grew 378% in 12 days. None of it was paid for.
Sitting on something worth pointing a camera at?
Most businesses have a Brick-O-Matic of their own, the thing they think is ordinary and everyone else would find fascinating. Talk to us and we'll help you find it.
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