Mercedes-Benz recently collaborated with influencer Laura Butler to promote the Lego Mercedes-Benz G 500 Professional set through a unique social media campaign. The campaign featured Butler transformed into a Lego mini-figure, delivering an animated review of the G-Class series in the iconic Lego brick style. Her review covered everything from suspension to horsepower in her signature engaging tone, creating a standout piece of content that resonated with audiences.
The idea emerged from Mercedes-Benz’s ongoing efforts to strengthen connections with global brand partners. With the G 500 Lego set launching in the region and available at select dealerships, the brand saw an opportunity to craft fresh, creative content. The campaign’s success was undeniable, amassing over 6.5 million views on Instagram Reels, increasing engagement by 75 percent, and driving a 300 percent surge in video views on the brand’s Instagram. Audience sentiment was overwhelmingly positive, with 90 percent of comments reflecting admiration for the collaboration and its impact on the brand’s image. Fans praised the campaign with remarks like, “The collab we never knew we wanted!” and “As a massive petrol head and an even bigger Lego fan, this made me smile!”
Mercedes-Benz approached the campaign with a low-cost, digital-first strategy, enlisting DriveTuned, specialists in 3D automotive content, to produce the video. This approach allowed the brand to create innovative content while keeping production costs efficient. By leveraging organic reach rather than paid advertising and focusing on influencer-driven content, the campaign proved that smart, creative storytelling can deliver significant results without a big-budget investment. The collaboration with Lego also enabled shared promotional efforts, doubling exposure while keeping costs in check.
The campaign’s success was further bolstered by its alignment with social media algorithms and platform trends. Short-form videos were tailored for Instagram Reels, TikTok, and YouTube Shorts, while a long-form version with detailed storytelling ensured higher viewer retention on YouTube. The content’s quick pacing, engaging visuals, and use of trending audio encouraged organic discovery, while interactive elements like carousels and polls extended the conversation. Authenticity played a crucial role, with Butler’s unscripted and culturally relevant commentary making the content relatable and shareable. Even playful details, like the Lego model mimicking the G-Class’s signature door slam, turned into memorable moments.
The campaign demonstrated the importance of platform-specific content, leveraging the reach of both Lego’s and Butler’s audiences to maximize visibility. It also highlighted the advantages of interactive engagement, transforming the campaign into a two-way conversation through Q&As, polls, and active participation in the comments. Strategic use of SEO-friendly captions, hashtags, and cross-platform content repurposing kept the momentum alive long after the initial launch. Ultimately, the collaboration underscored how a combination of creativity, authenticity, and platform optimization can achieve high-impact results without the need for a large production budget.