In-house with LEGO®
Brought in as part of an agency secondment to be LEGO’s full time CRM copywriter, our team was initially tasked with creating new concepts for all lifecycle comms, from first purchase to loyalty and engagement.
Once those journeys were live and running, I was kept on to bring the same creativity and tone of voice to LEGO’s product launches, newsletters and promotional campaigns.
The creative opportunities were endless, as LEGO’s vast range of SKU’s included everything from little kids’ play-sets to seasonal floral decorations and detailed supercar models.
… and all of their partners
For most major product launches, this meant working with IP partners like Disney, Marvel, The Lord of the Rings or even The Orient Express.
Not only would copy have to comply with LEGO’s own brand guidelines, but also with whatever guidelines and ToV principles the IP partner brought to the table. To ensure a seamless approval process, and find the best little nuggets of copy, extensive research was conducted of every subject matter and fandom.
