Solution
- Using social media, introduce various ways to play with LEGO and creative campaigns launched where family members can participate altogether
- An experience group with a wide age range was gathered to introduce how children can assemble and play with Lego blocks
- Creation of unboxing videos which now become a trend for Korean kids and family
- Finding of new channels for each franchise: Carrying out a more effective PR communication program by continuously & suitable for each product
Results
- Won IPRA (International Public Relations Association)’s Golden World Awards in 2018 for a campaign ‘Find an imaginative creator with LEGO’
- Using various channels including Facebook, blogs, YouTube and KAKAO Talk Plus Friend, touching the 400-million-mark reach
- A marketing synergy effect created by releasing flagship products and launching a variety of promotion programs, greatly boosting advertising exposure in major media platforms including TV news programs
