Performance campaign for LEGO

LEGO

Performance Social media

Busy hands make 7x higher sales or a performance storm for LEGO

11x

more transactions compared to the plan

higher sales compared to the plan

Challenge

We are looking for instructions for a performance kit

Double the turnover. This was the ultimate goal of the digital campaign for LEGO, which we had planned in cooperation with the WORMELEN business group for the fourth quarter of 2020. At the time of approval, however, none of us had any idea that shortly after the launch of the campaign, a hard lockdown would come due to the worsening coronavirus pandemic, which would significantly affect the client's business.

Fortunately, it is possible to react quickly and flexibly in the digital sphere. We knew that we had to adapt to the unexpected situation and do everything we could to replace the loss of sales from brick-and-mortar stores with digital sales. Despite the situation, we believed we could do it.

How to

Brick to brick and the solution is in the world

With a hard lockdown, the originally set communication and media plan fell. We had to rework everything as quickly as possible, adapt it to the new reality and set significantly higher goals for the campaign. In just three days, we prepared a new strategy and media plan, and at the same time we completely recreated the entire digital communication again. It reminded us of a situation as if we have built a castle of lego and later decided to rebuild it to a police station. Když máte v týmu dostatečně kreativní lidi, tak to jde snadno. When you have enough creative people on board, it's easy.

It was three days of very intensive work, thinking and realization. We paid a lot of attention to the structure of the campaigns themselves. We didn't really skimp on it with our energy and we paid attention to the smallest of details. For example, we focused on longtail expressions, fine-tuned product feeds to perfection, and selected the most effective tactics to maximize campaign performance. In addition, the work on the preparation of campaigns required twice as much effort due to the use of 2 e-shops. It was just a really complicated kit.

During the implementation, we also had to deal with the fact that the client could not supply ongoing data on the availability of goods. It was not possible to set up an automated process in displaying products that are not in stock. But we also dealt with this inconvenience and the result had a positive effect on the performance of the campaigns.

Campaigns ran to both e-shops at the same time. Monitoring their performance and evaluating their effectiveness at the same time was definitely not an easy task. That's why we used our own tool for online reporting in real time. Both LEGO and WORMELEN had a report tailored to their needs at all times. And we have gained the certainty that we used every tactic to its full potential.

Services for client

Impact

Busy hands bring higher turnover

11x more transactions compared to the plan

7x higher sales compared to the plan

The final report showed that we have reason to enjoy a job well done. The cooperation of our team with the LEGO and WORMELEN marketing team was completed by the following results:

Revenues from campaigns were 7 times higher than planned.
The number of transactions was 11 times higher than planned.
The return on investment was 3 times higher than the original idea.