Pop Influenced

Lego went from near-bankruptcy to building one of the biggest brands in the world - brick by brick.  In this episode of Pop Influenced, Demelza Leonard unpacks the bold moves, pop culture partnerships and fan-first strategies that turned Lego into a global icon once again. From Hollywood blockbusters to Adult fandoms, discover how the brand clicked back into place and what marketers can learn from its epic comeback.   

From TikTok sensation to rising pop star, Addison Rae is proving she’s more than just a viral dance queen. In this episode of Pop Influenced, Demelza breaks down Addison Rae’s strategic rebrand—from early fame on social media to the release of her critically praised debut album.  Plus, explore other iconic female reinventions—think Taylor Swift, Christina Aguilera, Madonna, Britney Spears, and Janet Jackson—and learn the key takeaways for anyone looking to reinvent their own brand or creative identity. Whether you're a content creator, musician, or pop culture obsessive, this episode is your blueprint for a bold and successful rebrand.

From blind boxes to billion-dollar brands - Labubu is everywhere. In This episode Demelza dives into the explosion of the mischievous little monster through Pop Mart.  Is it TikTok's unboxing trend? Celebrity endorsements? The psychology of surprise?  Take a look at how Labubu became the must-have collectible of 2025 and what brands can learn from this viral phenomenon. 

Minecraft is the most popular video game in the world. The movie smashed box office records for video game films and had fans in a frenzy. But what makes this video game have such a significant impact on pop culture? Demelza discusses the gaming phenom with special guest gaming content creator Doomcutie. 

Before the recent Netflix deal, the future of Sesame Street was in doubt. Demelza dives into the work and impact the program has worldwide, highlighting what options Sesame Workshop would have had should a deal not have been struck with the streaming platform.

Burger chain Grill'd grew their Tik Tok account significantly by turning their profile private. Demelza looks at the strategy behind the campaign and some of the most impactful burger chain campaigns to date. 

In this episode, Demelza looks at how the WWE is one of the most effective content marketing machines we should all be taking note of. 

In this episode, Demelza looks at how SKIMS has rewritten the rulebook when it comes to marketing the brand and how this has helped turn it into a company worth $4 billion dollars. 

In this episode Demelza takes a look at the social media frenzy that Duolingo's fake mascot death created and how the brand uses unhinged content to convert. 

In this episode Demelza looks at the impact Charli XCX's Brat album and marketing had on the zeitgeist in 2024.