This project helped develop an understanding of the concepts involved in integrated marketing communication (IMC), including a focus on social media and their role in advertising, public relations, branding, and corporate communication strategies. It involved the planning, research, and creative skills needed to reach promotional objectives.
As parents worldwide know, stepping on a LEGO is one of the most painful experiences. Therefore, the goal of this campaign is to focus on creative and innovative solutions to store and display LEGOS. Recently, Lego partnered with Ikea, the Swedish home furnishings company whose vision is “to create a better everyday life for many people," in order to produce a collection of toy storage solutions and a Lego brick set unique to Ikea. The BYGGLEK LEGO storage boxes are both storage and play units, so kids can build inside, outside, or around them.
User-generated content (UGC) is one of LEGO’s most vital marketing tools. LEGO Ideas is where users share creative works, participate in contests, present ideas for new sets, and cast votes for the best models created by other fan designers. The new campaign will tap into this UGC machine by adding a section allowing creators to submit LEGO storage and display solutions.
In addition, creators can use the hashtag #legoideas on Instagram and Facebook. These social media and website submissions will be entered into a contest to determine the most creative and effective solution. In addition to the contest, the marketing team will create content featuring the BYGGLEK LEGO collection.
While this content, such as photos and videos, will be shared across LEGO’s social media platforms – Facebook, Instagram, YouTube, and Twitter - Pinterest will be the primary platform for this campaign. Pinterest is a platform where you can explore and discover ideas visually, from recipes and home improvement inspiration to countless other creative sparks. In fact, 85% of Pinners use the platform to plan new projects. The campaign’s target audience is the parents of children who own LEGOS.