Team 8
Introduction
About This Project
A brand's online presence is essential to its success and impact in the modern digital era. With the "EmpowerPinkBricks" campaign, Lego, a company renowned for its dedication to gender neutrality, is making a significant advancement. This ad emphasizes that being feminine is a source of power and tries to promote the uniqueness and inventiveness of girls and young women. Lego will utilize digital channels to challenge gender norms and launch a new product line called "Pink Lego," which is tailored exclusively for females. This essay explores the "EmpowerPinkBricks" campaign's analysis, target market, campaign concept, website, video content, and placement tactics.
SWOT Analysis
To comprehend the internal and external elements that will impact Lego's entire internet presence and the "EmpowerPinkBricks" campaign, a thorough SWOT analysis is necessary.
Strengths:
1. Strong Online Community: Lego has a sizable fan base on social networking sites including Facebook, Instagram, and YouTube, as well as an active and vibrant online community.
2. Diverse Product Line: The company sells a variety of construction kits that may be expanded upon and personalized to appeal to females, who are the brand's new target market.
3. Dedication to Gender Neutrality: Lego's dedication to gender parity provides a solid base on which the "EmpowerPinkBricks" initiative may expand. Its identity has been fundamentally shaped by this commitment, which makes for an engaging narrative.
4. Positive Brand Image: Lego has a reputation for excellence, dependability, and educational value. Its favorable brand reputation may be used to launch new items aimed at female consumers.
Weaknesses:
1. Lack of Female-Centric Products: Lego has not traditionally catered to ladies with its products, thereby losing out on a sizable market area.
2. Limited Offline Presence: The brand doesn't have a big physical store presence, while having a large internet presence. This can put a restriction on how accessible the product is.
Opportunities:
1. Untapped Market: The market for construction kits and toys that inspire and encourage girls' imaginative play is expanding. The "EmpowerPinkBricks" initiative has the potential to profit from this need.
2. Diversity and Inclusion: The market for construction kits and toys that inspire and encourage girls' imaginative play is expanding. The "EmpowerPinkBricks" initiative has the potential to profit from this need.
3. Online Engagement: There are a ton of options for community building, storytelling, and interesting material in the digital sphere.
Threats:
1. Competitive Market: The toy industry is fiercely competitive, with newcomers and well-known firms always fighting for consumers' attention.
2. Public Perception: Any error in handling gender norms and stereotypes might result in bad press.
3. Economic and Social Trends: Toy sales and marketing methods might be impacted by societal trends, educational objectives, or economic downturns.
4. Digital Risks: The company needs to be on the lookout for internet dangers including improper remarks on its material and cyberbullying.
#EmpowerPinkBricks Campaign
Target Market
​
Children of both genders are now part of Lego's target market, but for this campaign, we'll concentrate on girls and young women between the ages of 5 and 18. Pink Lego can reach an untapped market by creating goods and content that are especially tailored to the requirements and tastes of this group, which makes up a sizable chunk of Lego's audience.
​
Campaign Idea
The concept of the "EmpowerPinkBricks" campaign is that having a feminine aesthetic can be a source of strength. By enabling girls and young women to express themselves creatively via Lego play, the company hopes to empower them. Lego wants to break down gender stereotypes and encourage girls to be confident in their uniqueness by launching a new product range. The advertising campaign will stress that Lego has always been committed to gender equality and will remain so, but it will also introduce a line of goods made exclusively for the girliest of girls.
Website
The campaign website's main function is to act as the "EmpowerPinkBricks" campaign's focal point. It will have interesting and educational stuff, such as product specifications, motivational tales, and user-generated material from Lego fans. The following are the objectives of the website:
1. Product Showcase: Emphasize the Pink Lego product range and give thorough details on each set's attributes.
2. Inspirational Stories: Tell true tales of females who have used Pink Lego to express their creativity and gain self-empowerment.
3. User-Generated Content: Promote community by encouraging people to share their Pink Lego creations.
4. Educational Resources: Provide instructional materials that demonstrate how Pink Lego may support creativity and cognitive development.
The goal of the website is to show off the advantages of the Lego product range and to engage and educate users about Pink Lego's dedication to empowering females.
Video
A key component of advertising the new product range and communicating the brand's concept is the "EmpowerPinkBricks" campaign film. The video will have an engaging plot that will successfully draw in the intended audience. The following is a synopsis of the video's objectives and content:
Video Summary
A young child playing with classic Lego pieces with enthusiasm opens the film, showcasing the brand's commitment to gender neutrality. On the screen is the sentence, "We have been dedicated to gender neutrality and we still are!"
The image then changes to a black Lego logo, which represents the current iteration of the Lego brand. There is a big shift indicated by the statement "So we are saying goodbye to the LEGO we know!"
The caption "And saying hello to something new!" appears next to the pink Lego logo when the black Lego logo disappears. A feeling of confidence and femininity is emanating from the pink backdrop.
In the next scene, a female hand with pink painted nails is seen placing a Lego girl on a pink Lego couch. With the Pink Lego kit, the girl begins to play. The screen displays the words "Get ready for fun like never before!" to highlight the happiness and imagination that the Pink Lego kits provide.
"Only the best is good enough!" is the ad tagline that appears beneath the Pink Lego logo as the video comes to an end.
Video Goals
The video aims to achieve the following objectives:
1. Introduce Pink Lego: Concisely present Pink Lego as a new product range, highlighting the company's dedication to gender neutrality.
2. Empower Girls: Demonstrate the creativity and empowerment that females may receive from Pink Lego kits.
3. Rebranding: Promote Pink Lego as a company that recognizes the special requirements of females and supports their individuality.
4. Create Hype: Encourage the target market to be enthusiastic and anticipatory about the new product range.
Placement
The video will be released across many channels to optimize its visibility and influence:
1. YouTube: YouTube, one of the biggest sites for sharing videos, will serve as the main venue for the video's release. The video will be optimized for search exposure and posted on Lego's official channel.
2. Facebook: Leveraging the brand's current fan base, sharing the film on Lego's Facebook page will increase visibility.
3. Instagram: The primary video will be accessible on IGTV, while brief teases and video excerpts will be shared on Instagram.
4. Website: For visitors' convenience, the video will be placed on the homepage of the campaign website.
5. Collaboration with Influencers: By collaborating with influencers who share the campaign's message, the reach will be increased to a larger demographic.
Measurement of Reach
In order to assess the effectiveness of the video and the campaign overall, the following key performance indicators (KPIs) will be monitored:
1. View Count: The video's reach will be revealed by the quantity of views it receives on YouTube and other sites.
2. Engagement: Social media platform likes, shares, and comments may be measured to determine audience interest and involvement.
3. Website Traffic: We'll keep an eye on the campaign's increased website traffic.
4. Social Media Metrics: We'll keep an eye on the campaign's increased website traffic.
monitoring the increase in social media followers and the usage of hashtags relevant to a campaign.
5. Influencer Metrics: Evaluating the effects of influencer partnerships, such as a rise in followers and activity on their pages.
6. Conversion Rate: The success of the campaign in generating action may be determined by tracking the proportion of viewers who visit the campaign website or complete a transaction.
Conclusion
To sum up, Lego's "EmpowerPinkBricks" campaign is a daring and inspiring attempt to highlight females' uniqueness and inventiveness. We want to create a successful campaign that not only redefines Lego but also gives girls and young women the confidence to express themselves and shatter gender stereotypes. To do this, we will analyze the brand's digital health, determine the target market, outline the campaign idea, explain the purpose of the website and video content, and provide specifics about the placement and measurement strategies. Lego is about to take a revolutionary step toward a future that is more inclusive and powerful for every person, regardless of gender, with the help of this campaign.
