Enhancing Legoland’s Social Media Engagement

Why?

Legoland is more than just a theme park—it’s a brand rooted in creativity, imagination, and interactive fun for families and children. To extend this experience beyond the park, Legoland’s Instagram presence plays a crucial role in connecting with its audience through engaging visual content. Our goal is to help Legoland increase user engagement by studying key aspects of their Instagram strategy. We are analyzing how post effectiveness—based on metrics like views, likes, comments, and shares—is influenced by factors such as the length of a video, time of day it is posted, frequency of posts, vibrance and visual appeal of content, and overall consistency. By identifying trends and patterns in these areas, we aim to provide actionable insights that can guide Legoland’s future content strategy. This data-driven approach will allow the brand to post more intentionally, boost visibility, and connect more meaningfully with their audience while staying true to their playful and creative identity.

How?

Factors we’ll be analyzing include:

  • User engagement with posts based on the time of day
  • Sentiment analysis based on user feedback from comments
  • User engagement based on post length
  • How certain hashtags drive more engagement
  • Analyzing photo uploads
  • Analyzing frequency on user engagement

Tools and Methodology

To conduct this analysis, we will use:

  • Social media data collection through APIs and existing datasets.
  • Pandas for data processing and visualization.
  • Natural Language Processing (NLP) for sentiment analysis.
  • Figma for UI/UX design improvements.

Team Roles

  • Scrum Master: Michelle Kuruvilla
  • Assistant Scrum Master: Mihir Thaha
  • Scrum Developer: Claire Lee
  • Scrum Developer: Travis Callow
  • Scrum Developer: Rutvik Chavda
  • Scrum Developer: Ava S

-FE/BE Integration Michelle -User Login Mihir -ML Ava -Frontend DesignTravis

Idea: Enhancing Theme Park Engagement through Social Media Analysis

  1. Real Dataset We’ll analyze public social media posts related to theme parks, particularly family entertainment brands like Legoland, Disney Parks, and Universal Studios. Using APIs, we’ll gather post data, including:

Post text and hashtags (to analyze messaging)

Engagement metrics (likes, shares, comments)

Time of posting (to find peak engagement hours)

Sentiment of comments (to understand audience reception)

  1. Real Community Purpose Family experiences and childhood memories are central to Legoland’s mission. Social media is a key channel to promote those experiences. By analyzing what types of content drive interaction, we can:

Identify the most engaging themes and formats (e.g., ride previews, guest reactions, behind-the-scenes)

Optimize content strategy to reach more families

Detect trends in audience sentiment and preferences

Maximize exposure during peak engagement times

  1. Why It Interests Me This project combines: ✔ Data-driven storytelling (machine learning, NLP, time-series analysis) ✔ Real-world brand impact (enhancing family experiences through digital strategy) ✔ Social media marketing (understanding what drives joy and connection online) ✔ Predictive modeling (forecasting trends in post engagement)

  2. Why It Interests My Teammates This project is flexible and collaborative:

Hashtag analysis teammate: Can explore family-focused and entertainment-related tags that generate buzz

Sentiment & topic modeling: Can reveal what moments truly resonate with guests

Optimal timing analyst: Can pinpoint the best posting windows for excitement and reach

Engagement predictors: Can build models to predict the success of new content

Visualizer: Can design a beautiful dashboard of findings to inform future strategies

Why This Matters

In the competitive world of family entertainment, every moment counts. Legoland has the opportunity to use social media not just to advertise, but to create joy, deepen loyalty, and build community. By identifying what works, we help bring even more smiles to families online and offline.

Next Steps

  1. Identify data sources and finalize collection methods.
  2. Begin preliminary data analysis on engagement patterns.
  3. Develop sentiment analysis models for user feedback.
  4. Iterate on UI/UX improvements in Figma.

This project will provide valuable insight into effective media strategies while supporting Legoland’s mission.