LEGO: Botanicals

Valentine's and Mother's Day campaigns that made LEGO Botanicals the gift people actually wanted, and kept going long after the paid posts.

For Valentine's, we skipped the roses-and-chocolates clichés. Creators visited the LEGO Botanicals pop-up truck, built in an immersive real-world setting, and showed their audiences a gift that feels personal. For Mother's Day, five creators built and gifted alongside their mums and loved ones, landing an 8.15% engagement rate across TikTok and Instagram.

The bit we're proudest of: working with tried-and-tested creators. Kristi Hemric (@stoopandthecity) posted 50+ extra times on top of her deliverables, hitting 6.3M views. Her LEGO stoop drew visitors, other creators and press, and sparked 600+ pieces of earned content worth £1.18M+ in EMV. Plus two engagement proposals.