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. 👇
Meet the LEGO Le Florist pop-up campaign
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.
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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.
@lego What do you call a florist who builds LEGO flowers? Le Florist 🤌 #LEGO #LEGOFlowers #LEGOBotanicals ♬ original sound, LEGO
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.
Why it worked: The stats speak
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:
@missyamiejane A sweet lil lego pop up in Battersea Power Station ‼️ONLY the cart is at the power station until 18th February‼️ #fyp #valentinesday #valentines #london #thingstodolondon ♬ Can I Call You Rose?, Thee Sacred Souls
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.
