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Go Brick Me

Заказчик: LEGO
Исполнитель: SLAVA / Pro-Vision
Go Brick Me

Описание

BRICKHEADZ a new LEGO® set which allows everyone to construct themselves! To support that sets we decided to surprise selected celebrities & influencers by bringing them their doubles together with personal building instructions.

Поставленная задача и ее решение

— Build new BH ‘Go Brick Me’ set awareness amongst non- LEGO audience,
— Use BRICKHEADZ ‘Go Brick Me’ set as a ‘newsmaker’ for Masterbrand communication to drive LEGO brand coolness & values (imagination, creativity, fun).

For the selected bloggers we made models and construct figures from their photos, made personalized instructions and gift boxes ... and sent these kits to the bloggers!

Скриншоты

Достигнутые цели и KPI по итогам запуска

In June-July, the Go Brick Me set was a key driver of sales growth for the BrickHeadz line, the share of sales in the portfolio line increased to 35%

— 3 waves of project,
— 15+ custom figures were prepared,
— 15 Posts & Stories with Influencers,
— 4 Pieces in the blogosphere,
— 13 Pieces of coverage in media,
— Reach (all media channels) >30mln.
— Unique views >3.2mln.

And we collected all TOP posts in Instagram #gobrickme.
Золото
• Лучшая нативная реклама
Tagline Awards 2018
Серебро
• Лучший спецпроект с блогерами
Tagline Awards 2018

Дата запуска

4 июня 2018 года

Авторы

LEGO® Russia & SLAVA team:
Мария Пригодина, Александра Асташева, Юля Лесь, Алексей Щепоткин, Алексей Сергеев, Татьяна Орлова, Михаил Моисеев

Communication with KOL's — Pro-Vision Communications: Любовь Крохмаль, Мария Евтишенкова.

Номинации

Social Media
Кампании / креатив → Спецпроекты с блогерами
Кампании / креатив → Нативная реклама
Совершенное исполнение (Craft)