.avif)
LEGO Stores MX faced major challenges managing a high volume of monthly product launches while keeping content fresh and relevant. Balancing corporate brand guidelines with formats and narratives that truly resonated with audiences. And establishing LEGO Stores MX as the top destination for LEGO purchases in Mexico, standing out from third-party retailers.
The goal was clear: build a strong and emotionally connected community to become a top-of-mind choice for fans and buyers in Mexico, and increase community participation and brand affinity across social platforms.
.png)
.png)
Mach9 implemented a quality-over-quantity content strategy designed to deepen community engagement and emotional connection.
Shifted focus from displaying sets to evoking emotion through themes of play, nostalgia, and creativity. Posts tied to iconic franchises like Star Wars invited followers to participate and connect, generating over 96K views and nearly 4K interactions from a single gamified post.
Leveraged cultural moments—such as Valentine’s Day and the Formula 1 season—to keep LEGO relevant and timely.Valentine’s content alone reached over 30K accounts and sparked 2,800+ interactions.
Extended brand presence by interacting directly with fans and partnering with other brands, including Cruz Azul, which featured LEGO minifigures for Children’s Day. Prioritized high-performing formats such as Reels, which accounted for nearly half of all reach and consistently outperformed static posts
The goal was clear: build a strong and emotionally connected community to become a top-of-mind choice for fans and buyers in Mexico, and increase community participation and brand affinity across social platforms.
.avif)
.avif)
