LEGO Ventures

Campaign activation | Digital strategy | Asset creation | Media management | SEO

LEGO Ventures — the newest arm of the LEGO Group wanted to reach and connect with the World’s leading Edtech entrepreneurs.

LEGO Ventures wanted to find and connect with the World’s leading Edtech entrepreneurs through digital storytelling .

The Challenge

As a newly launched venture capital brand under the LEGO umbrella, they also needed to:

Define their distinct voice within the global LEGO ecosystem.

Reach a highly niche audience of time-poor founders and visionaries.

Turn a brand film into a powerful digital gateway that spoke directly to entrepreneurial hearts and minds.

How We Helped

Aurora saw this as more than a campaign — it was a chance to help LEGO Ventures reimagine what brand-level marketing could look like in venture capital.

We began with deep research into the psyche of education and technology founders — what drives them, what inspires them, and how they perceive the role of creativity, play, and purpose in innovation.

From these insights, we crafted a narrative that bridged LEGO’s iconic creativity with the ambition and intellect of the global start-up ecosystem — positioning LEGO Ventures not just as an investor, but as a creative ally and catalyst for entrepreneurs shaping the future of learning through play.

Aurora’s team designed a multi-channel digital strategy to reach founders where they live online — from niche platforms to targeted LinkedIn ecosystems.

Where we:

  1. Activated and managed their global awareness campaign, with efficient targeted content aimed at reaching and resonating with time poor EdTech entrepreneurs in the digital spaces they operated within.

  2. Enabled reach and engagement through data-driven media management, SEO, and content refinement.

  3. Turned the brand film into a magnetic storytelling asset, inspiring founders to see LEGO Ventures as the ultimate creative investor. 

The first phase of the campaign became LEGO Ventures’ most successful digital activation to date — reaching the right people, with the right message, at the right moment in history.

  • Over 1m total impressions

  • 200k video views

  • A 20% increase in Linked In followers and 10k newsletter subscribers

More importantly, it established a blueprint for brand-led storytelling in venture capital — helping LEGO Ventures move from a quiet presence within the LEGO Group to a globally recognised voice championing the future of learning, creativity, and play.

The campaign then continued with us supporting LEGO Ventures with ongoing digital marketing and SEO - and then exploring a strategy for immersive and experiential activations once the World began opening up from lockdown.