The LEGO Group x Redbrain: Unlocking Geo-Focused Growth Through Strategic CSS Execution
How the LEGO Group achieved +152% GMV growth by focusing on priority markets, consistent CPA strategy, and transparent collaboration.
Key Takeaways
The Highlights
The Challenge
When the LEGO Group and Redbrain began working together, the opportunity was clear but so were the stakes. They needed a CSS partner that could demonstrate measurable value across specific geographic markets, rather than simply driving volume at scale. Visibility, clicks, and commercial return were all under scrutiny, meaning the partnership had to prove its value through performance.
Beyond performance metrics, they required a trusted partner. As a brand with high standards and a cautious approach to partnerships, they needed transparency, consistency, and collaboration, not just delivery. Redbrain’s challenge was to meet performance expectations within the LEGO Group’s priority markets while building a strong, trust-based relationship.
The Approach
Continuous Iteration & Optimisation
Refined strategy through ongoing performance review and adjustment.
Priority Market Focus
Concentrated efforts on high-impact geographic regions for growth.
Stable CPA Framework
Maintained consistent CPA model enabling scalable planning and optimisation.
Open, Regular Communication
Frequent touchpoints ensured alignment, trust, and fast decision-making.
Collaborative Partnership Approach
Built long-term success through transparency, alignment, and shared goals.
Trusted Partnership
Redbrain’s strategy was built on consistency, focus, and collaboration rather than short-term gains.
The partnership evolved through continuous refinement. Early challenges were used as opportunities to reassess, optimise, and refocus efforts on the areas with the greatest potential impact. This iterative approach strengthened both performance and partnership foundations.
Three key pillars underpinned success:
1. Regular, Open Communication
Frequent touch points in attendance with Key Account and PPC managers ensured challenges were addressed early, decisions were made quickly, and trust developed over time. This consistent communication became the foundation of the partnership.
2. A CPA Framework Built for Consistency
A mutually agreed CPA model was established and maintained throughout the year. This stability enabled confident planning, efficient optimisation, and sustainable growth.
3. Focused Effort in Priority Markets
Redbrain aligned activity with the LEGO Group’s priority geographic regions. By concentrating efforts where they mattered most, the partnership delivered meaningful, high-impact results rather than diluted performance.
The Results
GEO-Focused Market Performance
+205%
Impressions
+203%
Clicks
+230%
GMV Growth
Headline CSS Performance (YoY: Apr ’25–’26 vs Apr ’24–’25)
- +150% Impressions
- +139% Clicks
- +152% GMV Growth
Geo-Focused Market Performance
- +205% Impressions
- +203% Clicks
- +230% GMV Growth
The overall results demonstrate strong growth across all key metrics. However, the most significant impact came from targeted geographic execution.
In the LEGO Group’s priority markets, performance more than doubled overall trends, with GMV increasing by +230%. This highlights the effectiveness of aligning strategy with clearly defined priorities.
By combining consistent CPA, focused execution, and strong communication, the partnership created a scalable growth model with long-term potential.
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About the Author
Ben leads Redbrain's key account and customer success function, specialising in strategic account management and commercial strategy. He helps retail partners grow through insight-led relationships, turning data into real commercial impact.
