Campaign goal
LEGO wanted to stand out during the Holiday season's ad cluster in the media and showcase their most successful kits.
Holiday campaign in the Nordics was built on a format-first approach designed to boost product discovery and engagement. Instead of relying on static, click-only banners, the goal was to showcase LEGO’s most exciting sets in a way that feels playful, on-brand, and rewarding to explore.
Creative idea
The campaign combined interactive formats to turn holiday banners into playful tools for product discovery. One format unveiled video content in a surprising, curiosity-driven way, while another let people swipe through LEGO products or themed passions directly within the ad.
This made product exploration feel fun, intuitive, and true to LEGO’s core promise – imagination through play.
Success data
The campaign delivered over 63 million impressions across the Nordics.
Top formats were mobile:
Scratch (Engagement: 22,9%, CTR 1.13%)
Carousel (Engagement: 6,95%, CTR 1.05%)
Avg. engagement rate (%) | Avg. dwell time (sec) | Overall CTR (%) | Visits to LEGO landing page |
6.73 | 12 | 0,27 | 166 965 |
Conclusion
Campaign proved to be succesful driving up to 22% engagement and up to 1%+ CTR.
The best engagement and traffic to landing page came from mobile environment (95%).
Best formats were Scratch with video and Carousel (mobile, size 640x1280) driving highest engagement and CTR (up to 22,9% engagement and up to 1%+ CTR)
In total, 229 creatives across 4 languages in 4 markets were created and delivered by Creative Upfront.