Constructed for effectiveness
The movie is only one piece of the puzzle in an in depth totally built-in world marketing campaign that can span TV, digital, out of house, PR, influencer and ecommerce. In-store experiences may even run world wide by way of playable experiences that tie into the character’s mission proven within the central advert.
It comes amid a difficult time for the toy trade, which is dealing with inflationary pressures and cost-cutting from financially squeezed households. In opposition to this backdrop, Lego’s progress has slowed 12 months on 12 months, with revenues up simply 1% within the first six months of 2023 in comparison with the 17% posted in the identical interval for 2022.
Regardless of this, it’s continued to outpace rivals as the biggest toy producer by income with a method that builds on its pandemic-era progress, boosted by a various slate of merchandise that cater to each youngsters and adults and continued funding in advertising and marketing.
“Play is Your Superpower” will run for 4 months throughout peak holidays, together with Black Friday and Christmas. Taylor acknowledged Lego would add a “vacation part” with the characters displaying up a “little in a different way” within the seasonal spots.
This dedication to a single, built-in marketing campaign working throughout markets was an “effectiveness resolution,” she mentioned. “We’re bundling what would ordinarily be completely different campaigns into one larger one.”
Taylor mentioned from a brand-building perspective, Lego was anticipating a powerful long-term enhance, “however like all entrepreneurs, we’re searching for good short-term gross sales influence, particularly over the vacation interval,” she added.
The most recent marketing campaign builds on Lego’s “Rebuild the World” model proposition, which launched again in 2019 and marked its largest technique shift in 30 years. The platform has spent the previous 4 years positioning Lego as one thing that may strengthen inventive resilience and problem-solving capabilities for teenagers in a world the place younger persons are extra prone to decide up an iPad than open a toybox.
Taylor mentioned: “It is a seamless continuation of that narrative. ‘Rebuild the World’ is right here to remain. It is a new method of creativity expressing it, and there’s much more juice in that platform for us to [be] lively towards for a very long time.”
