In 2014 VML began working with LEGO as a digital creative agency, originally focusing the brand’s pre-school line, LEGO DUPLO, as well as the girl’s line, LEGO Friends.
We started our partnership by building a branded digital video platform to support and strengthen the brand’s core message aimed at parents of a younger audience. After early success increasing fan engagement and attracting new customers, VML has put the rest of our digital expertise to work and has even added LEGO’s boy’s line, LEGO NEXO Knights, to our scope.
Now into our third year as partners, VML and LEGO consistently find interesting, innovative ways to inspire a new generation of imaginative minds.
Inspire kids’ world of imagination.
LEGO DUPLO is the pre-school product line under the LEGO brand umbrella. DUPLO is about recruiting, retaining, and helping extend consumers to LEGO standard themes, thereby ensure a long LEGO lifetime value. Our goal is to build the brand awareness among the first-time mothers with kids aged from 1.5 - 5 by communicating DUPLO’s benefits.
Unlike LEGO masterbrand, LEGO DUPLO has limited brand awareness in the pre-school toy market as young mothers tend to believe LEGO is too complicated for pre-school kids. Our main challenge was to effectively grow DUPLO’s brand awareness and strengthen the brand positioning of “so many ways to play”.
First-time mothers face the problem of engaging with their kids to help develop their creativity. To meet the demand and deliver DUPLO benefits, we selected 4 interesting stories from kids. We use the LEGO DUPLO bricks to interpret their world of imagination in the form of stop-motion videos and assembling tutorials to facilitate the parent-child interaction and educate mothers to inspire and grow their kid’s creativity.
Over the course of the one-month campaign, we gained almost 1 million unique visitors with total participation of 365,611 in campaign engagement. The video has successfully attracted 24,333 (more than 13% of UV) visitors to the LEGO E-Commerce channel.