Case Study: LEGO achieves 6X return on ad spend and drives 25% of in-season online sales with Facebook Messenger bot

Boosting sales during the holidays with a bot for Messenger

LEGO, the Danish toy giant and leader in construction toys, faced the perennial holiday challenge of guiding shoppers through its vast catalogue to boost online sales and help indecisive buyers find the right gifts. With the season critical for revenue, the company needed a scalable, engaging way to recommend products and drive conversions.

Working with Edelman, LEGO launched Ralph, a Messenger bot that guided users with simple questions, playful GIFs and free-shipping codes, and used targeted ads to reach people who had engaged with holiday content; the campaign was run alongside Canvas, carousel and collection formats for benchmarking. The bot proved highly effective—achieving a 6X return on ad spend in some markets, driving 25% of in-season online sales, delivering a 3X higher conversion rate versus other formats and cutting conversion costs by 33%.

Lego

Lars Silberbauer Anderson

Senior Global Director, Social & Video