In 2019, Viral Group were tasked with a campaign to build awareness of the new LEGO DUPLO games produced for age 18 months+. LEGO were keen to target parents in the UK to highlight the importance of play and encourage Mums and Dads to celebrate their kid’s individuality, building their own milestones and helping them experience the joy and benefits of play.


Viral Group produced a comprehensive influencer plan comprising of 10 different Mum/Dad Influencers with strong followings on Instagram.

The authenticity of parent influencers encourages trusting communities of parents-a-like, creating a space for them to share their journeys through parenthood. The high level of engagement they generate is great for brands.


The campaign comprised of a combination of Instagram posts and stories (including CTAs to purchase). Viral Group managed the process from start to finish, generating the below results.

Total Reach: 312,000+
Total Impressions: 442,800+