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- 1. Digital Marketing Tactics & Trends Taiga IKUSE, Alexandre GUIGNARD, Guillaume BIQUET, Wallerand DELEVACQ, Alexandre JOUNIOT, Jael KALANDE
- 2. Agenda The LEGO Brand Personas Digital Presence SEM Strategy Social Media Strategy Customer Acquisition Analytics & testing
- 3. Executive Summary Constructor toys for all ages A multitude a sets with many franchises Over 700 construction sets for the Star Wars
- 4. The LEGO Brand Framework
- 5. Personas
- 6. Personas
- 8. Search Engine Marketing Strategy Keyword Curr. Avg. monthly searches Competition Competition (indexed value) Top of page bid (low range) Top of page bid (high range) walmart legos USD 22200 High 100 0.01 0.08 walmart lego star wars USD 2900 High 100 0.03 6.92 lego sets at walmart USD 6600 High 100 0.04 0.16 lego star wars USD 110000 High 100 0.54 2.31 lego star wars sets USD 60500 High 100 0.31 1.88
- 9. Customer acquisition, conversion, and retention Acquisition Conversion Retention Media (Films, Video Games) Phone Application Stores Social Media Posts Youtube Bumpers Holidays ads Google Adwords Campaign Contest Website Website banners Social Media Posts Lego Ideas Lego Amusement Park Email/Text campaigns Reward System
- 11. Main Strategy: A contest
- 13. YouTube
- 14. Analytics, testing, and optimization
- 15. Analytics, testing, and optimization
- 16. Conclusion LEGO manages to have a digital presence Stay focus on the franchise Star Wars Further optimize the website
- 17. Thanks for listening !
Editor's Notes
- Digital Marketing Tactics & Trends Guignard: 1-2-3 + Conclusion Taiga: 4-5-6 Jouniot: 7-8-9 Jael: 10-11 Wallerand: 12 Gui: 13-14-15
- The LEGO Brand Personas Digital Presence Search Engine Marketing Strategy Social MEdia Strategy Customer Acquisition Analytics & testing
- obviously, Everyone knows LEGO Is of course a line of construction toys for all ages. Manufactured by The Lego Group, , these toys are simple colored plastic bricks. With these bricks you can build anything you want. Like robots, cars, buildings… the only limit to this creation is the imagination. The company offers LEGO sets based on these franchises. We can talk about LEGO Ninjago, LEGO Marvel or LEGO STAR WARS. With more than 700 LEGO Star Wars sets, this makes it an important franchise of the brand. And now let’s talk about the brand
- Jael
- Jael
- So, for this campaign, we create a landing page where potential customers can find information about our Lego StarWars contest. This website is actually online and you can access it by scanning this QR code or by reaching the URL lego-starwars-contest.com to follow the presentation. First of all, I design this website to be fully responsive, light, easily understandable. It reuses both Lego and Star Wars graphic design like colors, fonts, and logos. When a user access to the landing page: The first thing that he can see is the contest logo and a catchphrase. He can scroll by himself or click on anchors inside the navbar. When you resize the page, the navbar become a burger menu The three first sections are dedicated to the contest prizes: A world premiere ticket for the next movie A collector Imperial Star Destroyer A Tantive IV vessel The next section explains the contest's rules: Recreate an original scene from StarWars movies with one of our lego sets and post it on Instagram with #legocontest After we can see the sixth available sets for the contest in a carousel with a buy button. It's where we try to convert visitors into customers. In the section, we just display some of the users generated content. Visitors can vote up or down for posts. Inside the footer, we can find all sets links, prizes links, and socials profiles.
- https://lego-starwars-contest.com/
- https://lego-starwars-contest.com/
- LEGO manages to have a digital presence. But the most important thing is to stay focused on the main franchise star wars. However, it is important to have a good website and not to forget the optimization part.