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:

• 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.