LEGO Vietnam

1. Success Story

LEGO—a globally renowned construction toy brand—has consistently inspired creativity and imaginative play among consumers of all ages. With an ambition to expand its market presence in Vietnam, LEGO partnered with Bespoke Marketing to execute a multi-faceted marketing campaign combining Media Ads on Meta and YouTube with KOC (Key Opinion Consumer) in-store reviews. The initiative yielded exceptional outcomes, including heightened brand awareness, elevated online engagement, and a notable increase in both in-store and online sales.

2. Context

• Intense Competition: The toy industry in Vietnam is highly competitive, featuring multiple international and domestic players. LEGO needed a compelling strategy to stand out.
• Targeting Young Families: Parents aged 25–40, particularly those prioritizing educational and creative products for their children, formed the core audience.
• Rising KOC Trend: Modern consumers increasingly trust authentic, firsthand product evaluations. KOC content, often perceived as more relatable, plays a crucial role in shaping purchase decisions.

3. Objectives

1. Strengthen Brand Awareness: Solidify LEGO’s reputation as the top “creative construction toy” among parents and children in Vietnam.
2. Increase Sales: Drive higher revenues from both brick-and-mortar stores and e-commerce platforms.
3. Boost Consumer Engagement: Encourage users to explore and share creative building experiences with LEGO products.
4. Reinforce Brand Credibility: Showcase LEGO’s educational and imaginative benefits via authentic KOC reviews.

4. Risks & Challenges

1. Premium Pricing: LEGO toys are positioned at a relatively higher price point compared to competing products, prompting parents to consider purchases carefully.
2. Counterfeits: The presence of imitation products at lower prices can dilute brand messaging and confuse consumers.
3. Ad Policy Compliance: Marketing products for children necessitates adherence to strict content guidelines on Meta and YouTube.
4. KOC Engagement: Orchestrating in-store reviews demands meticulous planning and oversight to ensure consistent content quality.

5. Campaign Concept

• “Ignite Creativity” Media Ads: Position LEGO as a catalyst for creative thinking and exploration through short, impactful video and display ads.
• KOC In-Store Reviews: Invite carefully selected KOCs to provide genuine, firsthand evaluations of new LEGO sets, filmed directly at the store.
• Seamless Online–Offline Synergy: Motivate customers to visit the physical store for exclusive deals, photo opportunities, and then share on social media to unlock further benefits.

6. Approach

1. Media Ads on Meta & YouTube

   • Facebook & Instagram Ads: Emphasize diverse themes (e.g., LEGO Education, LEGO City) targeted at parents seeking creative, educational toys.
   • YouTube Ads: Deploy TrueView In-Stream and bumper ads to highlight innovative product features and inspire playful learning.

2. KOC Review Strategy

   • KOC Identification: Prioritize influencers recognized for creative interests and family-oriented content.
   • In-Store Video Production: Film live unboxing and building demonstrations, showcasing ease of use and community engagement.
   • Content Distribution: Publish videos on KOCs’ channels and LEGO’s official pages, then retarget viewers with promotional ads.

3. Performance Tracking & Optimization

   • A/B Testing: Analyze engagement across multiple ad formats, adjusting creatives and targeting based on real-time data.
   • Cost Control & Efficiency: Monitor KPIs such as click-through rate (CTR), cost per lead (CPL), and return on ad spend (ROAS) to optimize placements and budgets.

7. Solutions & Services Provided

7.1 Media Ads Planning & Execution

• Structured Monthly Campaigns: Distinct themes (e.g., LEGO City, LEGO Friends, seasonal promotions) ensured a steady flow of fresh content while maintaining consistent messaging.
• Cross-Platform Optimization: Leveraged Meta and YouTube’s audience targeting features—focusing on location, shopping behaviors, and family interests—to reach high-potential customers.
• Transparent Reporting: Comprehensive dashboards tracking reach, CTR, and conversions facilitated data-driven decision-making.

7.2 KOC Booking & Management

• End-to-End Coordination: Provided KOCs with set materials, assisted in developing filming concepts, and oversaw content approval to ensure brand alignment.
• Creative Content Enhancement: Advised KOCs to incorporate personal narratives and family dynamics, strengthening authenticity.
• Amplified Reach: Repurposed top-performing KOC videos for paid retargeting campaigns, capitalizing on established viewer trust.

8. Outcomes

• +40% Growth in Online Sales: Orders via the brand’s website and e-commerce partners recorded a sustained increase compared to prior periods.
• Robust Brand Awareness: Meta and YouTube ads expanded LEGO’s presence, particularly within parent-focused online communities.
• Positive KOC Impact: Real-life reviews, including in-store product demonstrations, significantly boosted consumer confidence and fan engagement.
• Enhanced Brand Perception: Families reported high satisfaction with LEGO’s educational and entertainment value, reinforcing a premium positioning in the market.

Conclusion: Through a well-orchestrated combination of Media Ads and KOC in-store reviews, LEGO Vietnam successfully solidified its brand image as a pioneer in creative, high-quality toys. Guided by Bespoke Marketing’s strategic planning and execution, LEGO effectively bridged online and offline channels to strengthen consumer trust and drive sustainable sales growth. This success underpins LEGO’s ongoing commitment to innovation and resonates with its promise of limitless building possibilities for children and families alike.