LEGO asked a strategy and to devise activities aimed at making the LEGO FRIENDS franchise cool & fun among the TGT group, trying to overcome the obstacles that the franchise has encountered both among consumers and shoppers.
Every mother always wishes the best for her children. It is from this concept that we started to develop our idea, an activity in which mothers can send their daughters a positive message: being able to believe in their dreams and realize them, always follow their passions to find their own way and become what they really want.
For these assumptions we will ask to mothers influencers to take a picture of their daughters and share it on their Instagram channels with a text of what they wish for their son’s future. An emotional content made by mothers and fathers that highlight the educational value of LEGO Friends.
Every content produced by the mothers will be signed by the emotional hashtag
#CIVUOLECUORE
If in the online activity «Mom’s Wishes» we talk to mothers, in the next ones we’ll involve children. How? We will develop an offline activity, a game experience that will leave freedom of expression and space to children's ideas.
Both activities will be guided by the concept of "follow your passions", that will allow us to connect them with the ‘Mom’s wish’ one.
THANK YOU!
