CandidSky’s campaign of the month (February)

Taking a look at our favourite February campaign, piece by piece. Or brick by brick…

LEGO has taken a Hollywood-inspired route to showcasing its City Police LEGO sets. Using IGTV, LEGO has released a “movie trailer” and a “making of” video.

The catch? The plot is directed entirely by kids, while they’re playing with the LEGO set.

What makes LEGO's campaign note-worthy?

Other than the fact it’s creative and fun?

It’s a great use of social media video.

Video marketing is growing day by day. So is IGTV. LEGO are capturing their audience on a platform they’re already engaged with, using content formats they already enjoy.

Plus, each video is around two minutes long – ideal for capturing the most engagement.

We’ve already discussed how and why video marketing is important. Attention spans are declining, yet social media feeds are growing more saturated with content from your competitors. Use video to stand out. And be as creative as you want with it.

Budget isn’t really an issue. Sometimes, a simple video shot on a smartphone can have the personal, human touch needed to build a loyal audience.

It’s unexpected.

Film trailers tend to achieve pretty good engagement. Last year’s The Avengers: Endgame trailer got 289 million views in just 24 hours.

So LEGO followed the format. Initially, the video seemed to be a film trailer – one of those blockbuster, superhero types. One of those trailers that appeals to a broad audience (like LEGO’s). But then it switched to focusing on the product – once you’re hooked in.

We’re not saying “rush out and make a movie.” We’re saying look at the type content your audience already engages with. It could be video content, articles, or emails. Create your own version in line with your brand and what you offer.

Even better? Do something unexpected. Showcase your brand and your offering in an unconventional way.

It’s next level user-generated content.

This time, LEGO isn’t just sharing customer creations. They’re using their audience’s ideas to create something even bigger.

Here, LEGO demonstrates the benefits of their product – with plenty of social proof. It’s fun to play with, it encourages creativity, and (with a vivid imagination) you can do whatever you want with it. This campaign focuses on how consumers use and enjoy LEGO, rather than showing the LEGO itself.

It’s about selling the experience. And experience is what consumers are looking for: 75% of millennials would rather pay for an experience than a product. They’re the people who grew up playing with LEGO, and now have children at LEGO-playing ages

Ultimately, the campaign highlights LEGO’s brand at its core.

LEGO is about inspiring imagination and encouraging creativity. And that’s exactly what this campaign is about.

Yes, LEGO’s campaign surely had a huge budget. But the initial idea probably didn’t. The idea came from knowing the brand values, product, and audience inside out.

What are the takeaways?

  • Factor user-generated content and video into your marketing, in a way that aligns with your offering and brand.
  • Creativity separates you from the pack. But it doesn’t have to be expensive.
  • Knowing your brand, product, and audience is the key to an effective campaign – and your overall strategy.

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