From Product Launch To Sales: How We Connected The DOTS Between LEGO India & Our Users
After successfully launching LEGO India digitally in 2020 (case study here), we got the chance to work with them again for the launch of their latest product range: LEGO DOTS — the most fun and creative way to express yourself, especially popular among the young audience! DOTS was launched with an aim to inspire children to unleash their creativity while fostering and developing critical 21st century skills — emotional, cognitive, creative and social skills — through their much renowned LEGO system-in-play.
THE BRIEF
The best part about working with LEGO India is that through insightful market segmentation and a fundamental understanding of targeted customer groups, they know exactly what they want to say and to whom. How they will say it is where LBB comes in (and how!). With LEGO DOTS, they introduced yet another medium for young kids to express their creativity like never before. And much like your LEGO bricks set, LBB’s audience interest interlocked with DOTS’ brand proposition, perfectly!
Connecting LBB audience to LEGO DOTS
Now LEGO DOTS was a fairly new product in the market with a need to be explained by application and educate the audience on various ways in which they can have fun with DOTS. Being a recommendations platform that hosted over 200 virtual workshops in the space of DIY and art/craft, LBB offered the perfect audience base within the right TG.
Pieces Used To Build A Successful Launch Campaign
All of them attended the workshop with their lovely children and decorated their own unique creations by building LEGO desk organizer and jazzing it up with DOTS!
Step 3: Show a glimpse of what’s expected to spark user interest and drive maximum ticket sales. We produced a fun DIY stop-motion video to further showcase what one can expect to create in the workshop. Watch the video here.
The Final Creation: SOLD OUT!
Tickets were sold out within the first 5 days of the workshop announcement.
In Numbers…
- Achieved 300% of the promised Page Views on the article published on LBB with an overall (LBB + SM) avg. ER (by reach) of 5.4% on the campaign
- Achieved over 150% of promised video views on the stop-motion video
- Ticket Sales stood at 132%.
- Contributed to an increased market share (APAC region) for LEGO DOTS on Amazon. The product used for the workshop became the best-selling SKU during the campaign duration.
Watch what our guests had to say about the workshop here.
In the words of Manchitwan Jauhal, Brand Marketing Manager, LEGO Group, “I’ve been working with the LBB team for a couple of years now and they’ve almost become like an extended part of the LEGO family! Starting with the launch of the brand in India to executing many more campaigns that followed, what has always stood out is their creativity and their ability to decode the brief and the brand ethos correctly while packaging their suggestions in a very measurable and impact driven way!
An awesome example was the campaign we did on the launch of LEGO dots with them which created a 3x increase in theme share with the LEGO Dots Desk Organiser becoming a bestseller on Amazon!
A superb, enthusiastic, energetic team that just gets how to grow brands! Keep it up!”
Note from LBB:
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