# The LEGO Group x Redbrain: Unlocking Geo-Focused Growth Through Strategic CSS Execution

> The Lego Group partners with Redbrain to unlock geo-focused growth through strategic CSS. Read the case study:

**Author:** Ben Everett-Li, Key Account Management Team Lead  
**Published:** 2026-06-22  
**Updated:** 2026-08-27  
**Canonical:** https://www.redbrain.com/resources/case-studies/the-lego-group-and-redbrain-unlocking-geo-focused-growth/

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## 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.

## 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.

### Headline CSS Performance (YoY: Apr ’25–’26 vs Apr ’24–’25)

- +150% Impressions
- +139% Clicks
- +152% 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.