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Case studies
02 . 02 . 17

LEGO makes new friends on the doorstep – here’s how

Words by: Print Power
Iconic toymaker, LEGO, was looking to engage with a brand new audience – girls aged 7-9 years – by introducing them to the LEGO Friends range. A unique in-home sampling format was chosen to build brand awareness and drive footfall.
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A two-stage in-home sampling allowed consumers to trial product.

Overall, 135,607 bags delivered and 40,000 ‘Emma’ toy mini-kits delivered using Whistl’s Own Network over a five week period.

Mosaic UK and Where Britain Shops datasets were harnessed to identify most valuable households to reach the core audience, who have a high propensity to shop within retail areas with Argos present.

The campaign included a mini brochure with fun games and activities to inspire recipients and a further call to action to purchase LEGO Friends products from their local Argos store.

Results

  • Campaign ensured only engaged consumers received the free sample by using ‘opt-in’ solution
  • 30% opt-in rate translated into a 26% sales uplift in target stores
  • 46% of households taking positive action by buying or intending to buy a LEGO Friends product, or purchasing another LEGO toy as a direct result of the campaign.
  • Positive response on social media
  • Projected ROI: £1.00 to £1.25 (although brand engagement was the key return on objective criterion)