LEGO: Kronkiwongi

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Advertiser: LEGOAgency: Facebook Creative ShopCountry: Global

Objectives

While LEGO sales were strong, much driven by the increase in sales of licensed LEGO sets, we faced a decline in perception with one of our most critical audiences, Mums. Licensed sets cost more money, rely on instructions vs. free imagination, and tend to be built once by a child and then sit on a shelf untouched. For these reasons, mums have been losing heart for LEGO and losing touch with LEGO’s mission to inspire the builders of tomorrow.

OUR CAMPAIGN HAD ONE COMMUNICATION OBJECTIVE:

To reverse the decline...

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