🧱 It comes as no surprise that they are dominant in the toys category on and of
By George Barnett Reid 👀 · November 8, 2020 · Curated by George's Blog
🧱 It comes as no surprise that they are dominant in the toys category on and off Amazon. What's particularly brilliant is how they execute their communications with the adult audience in this video.
🧱 The messaging is super clear, whilst also being a touch playful (after all, they are a toy company) - "ADULTS WELCOME".
🧱 They mimic Apple's brilliance with their content by focusing on the experience, and the benefits, rather than the features.
For example, no one would care about the fact each model has 149 unique pieces or 12 construction combinations.
🧱 People are lured in and sold by the idea of being the person in the video. This beautiful piece of future pacing doesn't just sell the prospect on a Lego Iron Man, it sells them on buying and building Lego models as an adult.
This messaging allows them to acquire CUSTOMERS rather than TRANSACTIONS. Customers will buy the Iron Man, then Captain America's shield - transactions will not.
🧱 Kudos the LEGO Group 🧱
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#itsalwaysdayone #amazon #amazonadvertising #buildthemoat #lego