Value Proposition
LEGO
Retailers the world over sell LEGO products. So why buy from LEGO branded channels? We set out to test separate value proposition messages against each other, to find out what resonates with consumers, in an ongoing and evolving campaign. We started with a series of animated videos to be used across social media, which were created by my team.
Each video was the result of an exhaustive brainstorming process. Then they were meticulously storyboarded so they could be shared with stakeholders for feedback before being sent to the vendor for animation and sound design. We also needed some bespoke models for some of the objects in the videos, so we worked with our internal model shop to design LEGO builds with the requisite build integrity.
Consumers were directed to a landing page when they clicked through from display ads or paid social. The landing page explained all of the value propositions, driving them to retail.
