Building an Omni-Channel Strategy for LEGO

The Challenge

Prior to working with Reprise, LEGO operated a fragmented and siloed style globally with little consistency in approach, structure or naming conventions. 

Restricting COPPA regulations, the ever changing online behaviours of their audiences and conflicting goals between business units made it very difficult for LEGO to reach the right user in the right place at the right time. 


The Strategy

Putting LEGO’s audience at the heart of the digital strategy, we created the Audience First approach. The audience First approach profiles LEGO’s audience across different stages of the customer journey for all channels such as SEO, PPC, eCommerce, Social and Display.

The Audience First approach was rolled out across 45+ markets and 35 languages in line with our SOURCE methodology to ensure efficiency, consistency and transparency was achieved in all markets globally.


The Results

Our Audience First approach and SOURCE methodology resulted in outstanding results for LEGO in H1 2019:

•3x more revenue YoY in Americas

•1.5x more revenue in EMEA

•+35% ROI in EMEA during key campaign period (May 4th)

•+ 85% Q1 revenue for LEGO Shop YoY

•+ 119% May 4th revenue for LEGO Shop YoY

•+ 35% ROAS during May 4th for LEGO Shop YoY

•+ 81% ROAS for AMS in France in 6 months

•+ 334% revenue for AMS in France in 6 months

•+ 81% revenue for AMS in Spain in 6 months

As we have seen such positive improvements in results, efficiencies and communication across business units and markets, we will also expand the audience first approach across wider media channels such as TV, OOH and Cinema.

+85% YoY for Q4
Shop revenue
+119% YoY
Shop revenue for campaign period

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Building an Omni-Channel Strategy for LEGO

Prior to working with Reprise, LEGO operated a fragmented and siloed style globally with little consistency in approach, structure or naming conventions across different markets.

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Reprise Digital

+44 7790 895 233 london@reprisedigital.com