Few brands are more iconic around the world than @LEGO_Group. For over 60 years, LEGO brand empowered hundreds of millions to experience joy, brick by brick.
In 2019, this global brand faced a modern-day challenge: How could they inspire people of all ages to unleash their creativity and retain those skills through the infinite possibilities of LEGO play? That’s when they turned to Twitter.
LEGO brand launched a global campaign on Twitter with a new message inspiring creativity and imagination for people of all ages. The brand was confident that launching this message on Twitter would drive results for its #RebuildTheWorld campaign. Why? Because Twitter is where people go to discover what’s new, and brands who launch on Twitter are 2X more likely to meet their KPIs than those who do not.2
LEGO Agency, the brand’s in-house creative agency, followed Twitter’s “Tease, Reveal, and Reinforce” framework and strategically used a number of ad products to take over the Twitter timeline, including First View, Promoted Trend and Promoted Trend Spotlight, Twitter’s most valuable space. Spotlight, a 24-hour takeover of the Explore tab — Twitter’s collection of trending topics and hashtags — put LEGO brand’s message at the forefront of conversation.