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