The video series reached 15.8 million people, and 80% of experiential visitors said they were more likely to purchase a LEGO® set after the campaign.

Introduction

Immediate Media, working with Publicis, partnered with the LEGO Group on a year-long, multi-brand campaign designed to keep LEGO® sets front of mind as a gifting choice beyond the Christmas peak. Running across four Immediate titles and extending into live events, Share What You Love brought together editorial, experiential and digital activations to reach families across a range of shared interests.

The Challenge

Despite being the category leader, the LEGO Group faced real pressure on growth within the kids’ gifting market. The core problem was one of frequency and occasion: parents and grandparents tended to think of LEGO® sets at Christmas, but not throughout the year. At the same time, an increasingly digital world was making it harder for physical, creative play to maintain salience with busy families. The brief required a campaign that could reach adults buying for children aged 4-12 across genuinely different interest areas – not through a single broad channel, but through communities those families already trusted and spent time in.

The Plan

Immediate built the campaign around four of its passion-led brands, each playing a distinct role. BBC Gardeners’ World championed hands-on creativity through nature, BBC Top Gear tapped into shared motoring enthusiasm, MadeForMums reached parents actively navigating gifting decisions, and Radio Times carried the storytelling into trusted entertainment territory. Together, they positioned LEGO® sets naturally within the interests that families already share – rather than interrupting them with product messaging.

The centrepiece was a physical LEGO garden at BBC Gardeners’ World Live, created in collaboration with the Young Gardener of the Year. The installation invited visitors of all ages to explore and build in a setting that reflected real family passions, translating the campaign idea into a live, participatory experience.

Print advertorials and LEGO product reviews – written in children’s own voices – brought the partnership into Immediate’s editorial environments with authenticity. Digitally, an interactive gifting guide featured a gift generator recommending LEGO sets by age, price and interest, alongside editorial content and competitions. A six-part video series captured real families building together, providing genuine, unscripted moments of creativity rather than polished brand content. 

Delivery required close coordination between the LEGO Group, Publicis, Immediate’s studio Imagine, editorial teams and IMLive, Immediate’s experiential specialists.

The Results

  • The video series reached 15.8 million people, with all six films exceeding view-through rate benchmarks.
  • 78% of visitors to the experiential LEGO® garden spent time at the Creation Station, actively engaging with the brand.
  • 80% of visitors reported more positive perceptions of the LEGO Group following the live experience.
  • 80% said they were more likely to purchase a LEGO set in the future.
  • The high-impact digital ads delivered a 2.08% click-through rate, which is 34% above benchmark
  • The campaign generated industry coverage across Campaign, AOP and InPublishing.
  • The LEGO Group committed to continuing the partnership into 2026, reflecting its commercial value.