Client: LEGO
To support LEGO Retail’s Christmas 2025 campaign, Ogilvy PR developed a global creator-led strategy designed to drive sales, engagement and brand love among tweens, a cohort balancing a desire to appear “cool” with a continued love of LEGO play. The campaign centred on turning creators into product designers, collaborating with youth tastemakers to create limited-edition LEGO Minifigure “ugly Christmas jumper” torsos, available for purchase in-store and online. This transformed influencer content into tangible retail experiences, aligning self-expression with product interaction. Executed in phases across social platforms, the campaign generated strong anticipation, engagement and sustained storytelling across four markets, without paid media. Results were significant, delivering almost $70k in sales within six days, over 11.7 million views, and high engagement rates that outperformed benchmarks. By merging creator influence with product innovation, the campaign redefined LEGO’s cultural relevance, proving that LEGO play can feel aspirational, social and cool for a new generation.
