LEGO building sets have been a favourite hobby and toy among children and adults alike for many years and the leading Australian retailer Kmart has been a proud sponsor of the hit show LEGO Masters for three consecutive years. Going into the third year, Kmart wanted to build upon the success of previous years and deliver a stronger, integrated sponsorship campaign that would drive sales growth and take market share from competitors.
The campaign was executed by Kmart’s in-house creative team with support from Wellcom Group. It was a multi-channel campaign used to advertise Kmart’s sponsorship of the TV series, using social media posts, POS, Web Banners, and KMail (Kmart’s EDMs).
The campaign led to a 12% sales growth from the year prior, and 37% compared to the year before that. This was despite the LEGO construction market being down as a whole, indicating that Kmart was able to take a significant market share from competitors. A customer insights project revealed that 60% of respondents who purchased LEGO during the time of the campaign, purchased from Kmart.
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