LEGO
Launching LEGO DOTS in India
From product launch to sales
- Year
- 2021
- Capabilities
- Product Launch / Audience Strategy / Experiential Marketing
01 — The Challenge
LEGO DOTS was a new product in the market. It needed to be explained through application, showing young audiences the different ways they could use it to express their creativity.
02 — The Insight
LBB had already hosted more than 200 virtual DIY and arts-and-crafts workshops. That existing audience interest aligned directly with DOTS' proposition and offered access to the right target group.
03 — The Strategic Move
Move from explaining the product to letting people use it. Educate the audience through launch content, then invite them into a paid DIY workshop where a ticket included entry, a LEGO DOTS set and interaction with creators and participating mothers.
04 — The Idea
A staged product-launch journey, built around four moves:
Educate — content on LBB introducing DOTS, with an invitation to the workshop.
Partner — Bricks4Kidz to teach and Sumouli Dutta to host; Roshni Chopra, Chhavi Mittal, Simone Khambatta and Yuvika Abrol joined with their children.
Preview — a stop-motion DIY video showing what participants would make, to drive ticket sales.
Participate — the live workshop itself, with families across the country building on screen.
05 — The impact
- 300%
- Of promised article page views
- 5.4%
- Average engagement rate by reach
- 132%
- Ticket sales
- 3×
- Increase in DOTS theme share
The stop-motion film achieved over 150% of promised video views. The workshop product became the best-selling LEGO DOTS SKU on Amazon during the campaign.
06 — How it came to life
- Execution
- Launch education followed by a ticketed virtual DIY workshop; tickets sold out within five days of announcement.
- Channels
- LBB content, social amplification, ticketing and a virtual workshop.
- Partnerships
- Bricks4Kidz and creative influencer Sumouli Dutta (doodlewoodledesigns), plus four mom influencers and their children.
- Content
- Educational launch content and a stop-motion film demonstrating what participants could make.
- Experience
- Attendees received a LEGO DOTS set and built and decorated a LEGO desk organiser during the workshop.
“I've been working with the LBB team for a couple of years now and they've almost become like an extended part of the LEGO family! Starting with the launch of the brand in India to executing many more campaigns that followed, what has always stood out is their creativity and their ability to decode the brief and the brand ethos correctly while packaging their suggestions in a very measurable and impact driven way! An awesome example was the campaign we did on the launch of LEGO dots with them which created a 3x increase in theme share with the LEGO Dots Desk Organiser becoming a bestseller on Amazon! A superb, enthusiastic, energetic team that just gets how to grow brands! Keep it up!”
07 — Why it mattered
The campaign connected product understanding to product use, then converted that participation into ticket sales and marketplace performance.
Published breakdown — Medium
From Product Launch To Sales: How We Connected The DOTS Between LEGO India & Our Users ↗
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