Romance has no real association with the LEGO brick. So when Valentines day came along the challenge was how to make LEGO be part of the romantic conversation while still keeping true to it’s fun tone of voice.
The minifigures are very popular amongst the adult fans of LEGO. So we looked to utilise the characters in a fun and engaging way. We took a different spin on Valentines showing how each character showed love for their favourite thing. This was used as a global cross channel campaign with content across all owed and earned LEGO channels. Resulting in an increase of 52% new visits to the LEGO.com homepage and having the highest engagement across all of social media compared with all brands on the day.