MullenLowe South Africa helps LEGO South Africa hit 100 000 followers on Instagram
In 2020, MullenLowe South Africa was entrusted with leading the management of the LEGO® South Africa social media presence. As one of the world’s most beloved brands, for both children and adults, safeguarding and growing the voice of LEGO® in the local market came with both pride and responsibility.
In that time, the agency has helped cultivate a thriving community of fans, creators, collectors and everyday builders. Toward the end of June that work reached an exciting milestone: 100 000 followers on the LEGO® South Africa Instagram page.
While follower count is often considered a vanity metric, this number reflects more than just growth, it represents a highly engaged, passionate community. Over the past five years (April 2020 to June 2025), the page has seen:
– 1.3 million+ engagements
– 107 000 saves
– 29 000 comments
– Over 21 million organic impressions
– More than 310 million paid impressions
– 11 million video views
This success is thanks to a strategy built around local relevance, curated global content and fan-generated creativity. From proudly South African attitude and humour to inspiring global builds, the content mix has been designed to reflect the LEGO® spirit of play, imagination and storytelling.
‘We knew from day one that we needed to build a local LEGO® world that fans could feel part of,’ says Sarah Dexter, CEO of MullenLowe South Africa. ‘Reaching 100 000 followers is a huge milestone, but what really matters to us is the quality of engagement, the creativity of the community and the trust we’ve built with the brand.’
With strong creative partnerships, a client open to innovation and a clear understanding of the LEGO® audience, MullenLowe South Africa has helped turn the page into a vibrant space where local fans feel seen, celebrated and inspired.
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