How LEGO’s #Kronkiwongi campaign drove customer engagement

kronkiwongi

Last week the SEW team were at Connect, our two-day search event in Miami. Here’s the third in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.

Here we’ll be taking a brief look at an excellent presentation from The LEGO Group’s Head of Global Search Marketing Luis Navarrete, covering how LEGO used the power of social, search and old-school PR to make a success of its Kronkiwongi campaign.

Let’s start with an insight into your childhood:

Start feeling both bad and good about yourselves, 98% of you reading this right now were creative geniuses at the age of three years old, “Our brains were constantly looking for different opportunities and solutions,” stated Luis.

What happened people? Only 2% of us now have retained these levels of creativity.

Here’s another insight:

Some parents perceive LEGO products as a “collection of predefined sets with prescriptive instructions” rather than “stimulating free creativity, imagination and endless possibilities to play”.

Ah, it’s a tale as old as The LEGO Movie.

the lego movie will ferrell

To challenge this attitude, LEGO set out to “reveal and celebrate the universal potential of children’s creative play.” To show parents that LEGO bricks can help inspire the builders of tomorrow; to increase the 2%.

This is where Kronkiwongi came in

To demonstrate the power of children’s imagination, LEGO asked children from around the world to build something that doesn’t exist.

kronkiwongi doesn't exist

LEGO’s first choice of channel to embark on this project was Facebook, a key network for mums in particular as it’s the place where they connect to things they care about the most.

It’s worthwhile noting that LEGO achieved all of the following in-house, it didn’t use a media or creative agency, instead it used a strong sense of co-creation from all levels of the organisation from strategy to execution.

Voice of the consumer

LEGO used its own young users to speak for the brand in a three part series of videos covering ‘What is a Kronkiwongi?’, ‘What is its story?’ and ‘How can a Kronkiwongi help?’

These assets were then adapted and used for the website and social networks, with landing pages pulling in children’s own Kronkiwongi creations.

Journalists (yes, those grumpy old curmudgeons) and bloggers were then invited to build their own Kronkiwongis with their own specially delivered kits.

lego journalist packs

The results

  • Reached 80% of mums on Facebook in targeted markets (24 million) plus 3.3 million organic reach (total reach 27 million).
  • One of the lowest CPV’s in Europe for the mum market.
  • Significant uplifts in all markets in brand connection to imagination and creativity for consumers who viewed >10 sec (average of 8-points uplift).
  • 92% of video views on mobile phones.
  • Engagement rate (likes, clicks, comments and shares) was up by 61% across the LEGO Facebook page.

So get building your own Kronkiwongi!

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