Global strategy - Initiative x LEGO
Galvanising communities with LEGO to increase sales to adults.
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ABOUT THE PROJECT
With sales over-leveraged on boys 6-12, LEGO spotted an opportunity to test sales of adult products through partnerships with other brands.
I led the strategy and planning on a small-scale test campaign, teasing a LEGO x BTS partnership, capturing interest and then leveraging the data to fuel media, owned and shared comms ahead of the product launch.
The success of this campaign helped LEGO to prove the demand for partnerships of this kind and led to a project briefing to the Global Strategy Team on ‘how to approach adult IP campaigns’.
I worked alongside the Initiative Strategy team as a digital specialist to ultimately build the playbook for how LEGO should approach these IP partnership campaigns.
Summary - the results
For the agency
The deliverable received exceptional feedback from LEGO and is used widely today as an example of the great work Initiative delvier.
For the client
A ‘Fandom’ playbook on approaching adult IP partnerships, rolled out globally across many verticals and partnerships.
Personally
Discovered the world of ‘Fandom’, tools and tactics for activating fans across owned, earned and paid media.
Services used
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Dive deep into conversations to understand meaningful conversations,
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To understand what people were searching for and how trends evolved
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Insights, phasing and principles for engaging with fans
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Experimentation with media to understand the best ways to engage with communities