The LEGO Group
In the LEGO Group’s first multi-country Brand Lift Study, the brand launched a campaign in six European markets, including the UK, aimed at inspiring parents during the back-to-school period.
The LEGO Group set out to generate brand awareness for DOTS—a creative tool that helps kids express themselves—during the key back-to-school shopping period. Launching across six European markets, the campaign was supported by the Trends Badge—a feature that gives the Pinterest stamp of approval to the most relevant, of-the-moment seasonal ideas. And the results standout too; every market had higher than average lifts in Pin awareness.1
During the campaign, the LEGO Group used static and video creatives to inspire the endless possibilities of DOTS: banish back-to-school anxiety and design something magical! And they engaged the right audience—the strongest lifts were observed with the key parents’ demographic.1
+6 points
average lift in Pin awareness1
+2 points
average lift LEGO DOTS x Pinterest Trends 2021 campaign awareness1
The perfect fit
Pinterest is the place people go to feel positive and 6 in 10 adults agree they are more likely to purchase from a brand when they see it in a positive space.2
Back-to-school can be stressful, but that is nothing LEGO bricks can’t fix! With eye-catching creatives, the brand sparked the imaginations of parents and kids alike, showing off the fun ways to play with DOTS and encouraging kids to “express yourselves anyway you want!”
Pinterest and DOTS are a perfect fit! And the impressive campaign results prove it: every market in one brand lift study saw higher than average lifts in Pin awareness. 1 The campaign also delivered 6 points average lift in Pin awareness, and +2.1pts average lift in LEGO DOTS x “Pinterest Trend 2021” campaign awareness.1
The campaign’s successes made a great case to use Pinterest as a primary channel to highlight DOTS. The LEGO Group is already planning to test Idea ads for an upcoming DOTS campaign.
“
Finding new ways to inspire families to build and play through collaboration with our partners is a key part of what we stand for at The LEGO Group. Back-to-school is a meaningful moment for many families across Western Europe, so by combining this with insight from Pinterest’s 2021 Top Trend Reports, we used Trend Badges to create awareness of the endless creative possibilities our LEGO DOTS Back To School Range offers. Using brand lift studies to measure our impact across the region, we were able to showcase the value our partnership with Pinterest can bring to parents seeking to nurture creativity and self-expression in their kids.”
Kyra Borella,
Western Europe Paid Social Manager, the LEGO Group
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Plan out your marketing calendar with a refreshed mindset. What moments could your brand own? What are your customers searching and planning for? Pinterest Predicts, our annual not-yet-trending report, can help you be relevant and authentic.
Stand out with Trend Badges. Once you have decided on your moment, own it on Pinterest. Giving your ads the Pinterest Trends Badge stamp of approval will put your campaign in the spotlight.
To own a trend, your creative must stand out. Build specific creative around a trend to maximise results.