How LEGO spent $0 and got +3M views

LEGO’s recent Valentine’s Day campaign, dubbed, Le Florist, showed how powerful influencer marketing is. ⚒️

Without spending a dime they managed to get over 3M views!

Join me as I look at how LEGO’s Le Florist campaign managed to win the hearts of millions.

Let’s roll. 👇

In the heart of London, the iconic toy company LEGO launched an innovative campaign that took social media by storm ahead of Valentine’s Day.

Partnering with Jamie Laing and Sophie Habboo, hosts of the Newlyweds podcast, LEGO introduced ‘Le Florist’, a pop-up flower shop at their Battersea Power Station store. 

This wasn’t your ordinary florist—it was a vibrant blend of real and LEGO flowers, showcasing the LEGO Botanicals Collection as a creative alternative to traditional bouquets.

But what made this pop-up store and product launch different? 🤔

Unlike traditional campaigns that heavily rely on direct product promotion, LEGO’s strategy with “Le Florist” focused on creating an engaging and immersive storytelling experience. 

👉 Yes, LEGO opted for an experience, and as we’ve seen in the past, experiences trump adverts.

LEGO transformed Sophie Habboo, a famous influencer known for her presence on social media, into a character named “Le Florist” for this campaign. 

They designed their character to captivate LEGO’s target audience by showcasing creativity, imagination, and the joy of building with LEGO bricks, particularly emphasising the botanical collection.

The campaign cleverly used TikTok’s vast and engaged audience to reach potential customers. 

They managed to drive interest and engagement without traditional advertising spending.

The campaign created a memorable and effective marketing effort by using the storytelling aspect and the inherent appeal of LEGO’s products. 

The bottom line?

💡 LEGO’s strategy of focusing on the experiential and creative possibilities of their products, rather than just the products themselves, made this campaign work.

This genius campaign didn’t just draw crowds; it exploded on TikTok, amassing over 3 million views without spending a dime on media. 

How? 

By using:

✅ Visually appealing content, 

✅ timing the launch perfectly for Valentine’s Day, 

✅ harnessing the influence of celebrities and micro-influencers.

This campaign quickly became an online trend, and people shared their experiences. 👇 Just like this TikTokker:

The result?

👉 Free marketing for LEGO.

But here’s another secret. 🫢

Using my influencer vetting platform, I learned LEGO chose the perfect influencer for this campaign.

Sophie Habboo has some interesting and relevant stats, like:

📊 79% Country presence. This means almost 80% of her followers live in the United Kingdom. She’s a clever choice for a local influencer!

📊 49% of Sophie’s audience is interested in friends, family and relationships. And what brings people together better than Valentine’s Day and a shared activity, like LEGO bricks?

📊 My influencer marketing platform scores Sophie’s audience with an 85% authenticity score. This means she’s got real, genuine followers that engage with her content.

My point?

💡 A great campaign can become even better when you match it with the ideal influencer like LEGO did with Sophie.

Inspired? I’m sure you are. 🤓

Here’s how I suggest you replicate LEGO’s success:

🎯 Embrace visual creativity: 

Just like LEGO’s visually captivating florist shop, design your campaign to be eye-catching. Make it visually irresistible, whether a product launch or a seasonal promotion.

🎯 Timeliness is key:

Align your campaign with relevant events or holidays. LEGO’s Valentine’s Day timing was no coincidence—it was a strategic move that paid off.

🎯 Use influencers:

Identify and collaborate with influencers who resonate with your brand. Jamie and Sophie’s involvement drew their fans and added a personal touch to the campaign.

💡My pro tip: Grab this free trial of my favourite influencer marketing platform to quickly find and vet potential influencers.

🎯 Engage the community:

LEGO didn’t just set up a shop; they created an experience. Host events or pop-ups that invite participation and create memorable moments for your audience.

🎯 Maximise social media:

See platforms like TikTok to share your story. The power of visual storytelling and the right platform can significantly extend your reach.

🎯 Analyse and adapt:

Finally, learn from LEGO’s strategy. They tapped into a simple yet powerful idea, proving that innovative thinking, coupled with effective execution, can make a huge difference.

LEGO’s ‘Le Florist’ campaign is a prime example of influencer marketing done right.

They achieved remarkable results by combining creativity, strategic timing, and the power of social media. 

Take these lessons to heart and consider how you can apply them to your next campaign. 

Remember, the goal is not just to sell a product but to create an experience that resonates with your audience.

Start planning your influencer marketing strategy today and watch your brand blossom!