Situation

Any parent knows Christmas isn’t complete without sitting down after the present opening to wade through a fresh LEGO instruction booklet and shiny new bricks.

Problem is, the 85-year-old brand continuously has to fight off the season’s fad toys to stay at the top of Australian kids’ Christmas wish-lists.

Brief

Our brief in one word: relevance.

Throughout the competitive Christmas season, how do we ensure an 85-year-old toy continues to appeal to children who have a never-ending selection of new and exciting toys to choose from?

Objectives

LEGO don’t sell direct in Australia, so partnerships are essential to shifting stock.

Objectives defined:

1. Boost sales of ‘priority’ LEGO sets.

a. Priority sets selected based on being high in stock and providing high margins for the retailer.

2. Engage with retail partners to unlock physical availability at the most competitive time of the year.

We partnered with one of LEGO’s key retail partners, Target. This gave us the opportunity to create a bespoke online destination featuring the products we were promoting.

It also opened up highly valuable digital shelf space on eBay via Target’s eBay shop, with the execution using eBay’s search result API.

We developed listings for our partners showing the seasons most popular toys made from LEGO. When gift givers shopped online, the LEGO version was there.

Each listing highlighted multiple toys children could build from a single LEGO set, reinforcing the power of imagination. The shopper could then purchase the LEGO set that the toys were built from.

Stop-motion animations of the toys built from LEGO followed gift-givers around the internet and social platforms. We developed an extensive and comprehensive list of the most popular toys and used keyword targeting to serve the LEGO creation relative to the users search input.