LEGO Ventures
Campaign activation | Digital strategy | Asset creation | Media management | SEO
When the world went into lockdown, LEGO Ventures — the newest arm of the LEGO Group — faced a unique test
How to connect with global Edtech entrepreneurs in a world without events.
Until then, LEGO Ventures had relied on in-person conversations and conferences to find and nurture its community of innovators. Now, it needed to build that same sense of connection — and credibility — through digital storytelling alone.
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:
Activated and managed a two-month global awareness campaign during the height of the pandemic.
Optimised reach and engagement through data-driven media management, SEO, and content refinement.
Turned the brand film into a magnetic storytelling asset, inspiring founders to see LEGO Ventures as the ultimate creative investor.
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.
