LEGO x Reese’s Book Club
2024 | Integrated Brand Campaign
The Insight
The holiday season is the most competitive gifting period of the year. LEGO wanted to champion the transformative power of play, creativity, and connection — but needed a cultural partner that could give the brand permission to show up in a new context. Reese's Book Club sits at the intersection of community, storytelling, and women's culture. The insight: readers and builders share the same impulse — to get lost in a world and come out the other side having made something. Stories We Build was born.
The Idea
A multi-format holiday campaign that paired book-loving culture with LEGO's joy of building across three touchpoints: a custom social content series of IG Reels and Carousels featuring LEGO products as the perfect gifts for readers; a Holiday Gift Guide integration positioning LEGO as presenting sponsor of Reese's Book Club's most-read seasonal content; and an IRL Bricks & Books event hosted by Regina Hall and RBC Author Charlotte McConaughey, where guests joined a fireside panel and a LEGO Set Make & Take experience.
My Role
I concepted the campaign, built the partnership framework, and led execution across social, editorial, and experiential — coordinating internal creative and social teams, the LEGO brand team, talent, and production partners to deliver a multi-format program on a holiday timeline.
The Result
19M+ impressions — exceeding the contracted guarantee by 3M+. Custom IG content exceeded engagement benchmark by 3x for Reels and more than 3x for Carousels. 97% positive sentiment across LEGO branded content on RBC social, with 1 in 4 comments organically calling out the LEGO brand by name.