Integrated Plan (Lego)

Digital Marketing Strategy Project

lego

Made For

Lego

Timeframe

January 24 - March 24

Services

Audit, Creative Campaign, Segmentation

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Project Overview

This project involved designing a comprehensive digital marketing strategy for LEGO, leveraging academic frameworks and real-world digital marketing practices. The strategy was structured in three parts: a digital marketing audit, target audience identification, and the creation of an integrated, costed digital marketing plan.

  • Digital Marketing Audit
  • Target Audience Identification
  • Integrated Digital Marketing Plan
audience segment
buyer persona

Challenge

This project required addressing multiple interconnected challenges to deliver a successful digital marketing strategy for LEGO. The key difficulty was crafting a strategy that would not only enhance LEGO’s existing digital presence but also resonate with a diverse audience spanning various age groups. Balancing creativity with measurable outcomes while adhering to a strict budget added layers of complexity, demanding a strategic approach that was both innovative and practical. The dynamic nature of the digital marketing landscape further emphasized the need for a forward-thinking and adaptable plan.

  • Enhancing LEGO’s existing digital marketing strategy in a highly competitive and rapidly evolving digital environment.
  • Addressing the diverse needs of LEGO’s audience, ranging from children to adults, each with distinct digital communication preferences.
  • Balancing the need for creative, engaging campaigns with measurable, outcome-focused objectives.
  • Developing a cost-effective strategy that adhered to a fixed budget while maximizing ROI.

Results

The project successfully delivered a cohesive, data-driven digital marketing strategy for LEGO, addressing the identified challenges effectively. Through rigorous analysis and innovative thinking, the final strategy provided actionable recommendations that aligned with LEGO’s business goals and target audience needs. The detailed, integrated plan offered a roadmap for campaign execution and progress monitoring, ensuring practical implementation and measurable success.

  • Developed a robust, data-driven strategy to strengthen LEGO’s market position and digital engagement.
  • Proposed innovative campaign ideas aligned with SMART objectives and supported by clear KPIs for tracking progress.
  • Delivered actionable, cost-effective recommendations that demonstrated a strong alignment between academic insights and practical marketing solutions.
  • Earned a Distinction grade (75%), reflecting the high quality and effectiveness of the strategy.