Iconic kids’ toy brand Lego created a highly engaging awareness campaign with Facebook video that re-established its value in developing children’s imaginations.
Lego - What's the Story of a Kronkiwongi from Gramercy Park Studios on Vimeo.
Case study summary
The challenge
Children across the world have enjoyed building with LEGO construction toys since the privately owned Danish company was founded in 1932. However, a trend towards higher-cost ‘one-off build’ sets had diminished people’s perception of LEGO’s potential to help nurture children’s imaginations.
LEGO wanted to reach mums and get them inspired again, so it turned to Facebook to make them aware of the brand’s unique ability to encourage children’s curiosity and creativity.
The solution
To demonstrate the power of children’s imaginations, the LEGO brand asked children from around the world to make something that didn’t yet exist. The result was the ‘Kronkiwongi’: a LEGO experience that encouraged children to ditch the instructions and build anything that came into their imagination.
Working closely with the LEGO Social Media and Brand teams, Facebook Creative Shop developed an unscripted social experience: a series of 3 documentary-style videos of ‘real’ children—rather than actors—building their own interpretation of a Kronkiwongi and explaining their ideas.
Launching in April, targeted videos ads delivered the films to the News Feeds of mums around the world. The team used Facebook’s reach and frequency tool to reach this audience at the optimum frequency level.
The results
• 80% of mums on Facebook reached in target markets
• 7-point lift in brand connection to imagination and creativity
• 37 million video views
Emerging from the UK, the campaign reached 24 million mums in 15 countries across the world, representing 80% of all mums on Facebook in these countries. It delivered 160 million impressions, generating 37 million video views at a cost per view of just $0.03 USE—one of the lowest in Europe for this demographic.
Ninety-two percent of the video views were on mobile phones, and the videos exceeded global average view rates across every relevant category. The campaign significantly lifted ad recall in all markets, and in the UK, there was a 7-point lift in brand connection to imagination and creativity.
Lars Silberbauer, Director of Global Social Media and Search, The LEGO Group, said: “With the Kronkiwongi project we set out to reveal and celebrate the universal potential of children’s creative play. By reaching millions of parents with this campaign—which would not have been possible without Facebook—we hope to have inspired more families to imagine, create and share.”
