Mock Media Planning Project
Timeline
October 2023 (1 week)
Role
Media Buyer
Mock Client
LEGO
Background
During my 8-week externship with Kepler Academy, I worked on a mock media planning project as a mock media buyer for an advertising agency. My mock client was LEGO, driven by both the universal appeal of their product and my personal enthusiasm as a consumer. The primary objective of this project was to strategically distribute the budget across designated media channels and create a media plan for the client.
Disclaimer
The project described here is a simulated exercise conducted for educational and professional development purposes only. It is not associated with or endorsed by LEGO. Any references to brands, products, or services are fictitious and used solely for illustrative purposes. No confidential or proprietary information of any actual company has been used in this project.
I. Client's Mission
As a brand, LEGO’s mission has always revolved around its customers. Not only that, but they also find different ways to invite and connect with new customers because it is not just about the bricks; it’s about building bridges.
II. Setting Goals
Primary Goal: Purchases & Revenue
​Their recent initiatives on Braille Bricks for Blindness Awareness month show their commitment to making the world more accessible and inclusive. This shows that the company has many growth opportunities and that we must maintain funding so that we can expand into new markets.
But how? Through purchases, we can track the money spent on marketing activities such as ad campaigns. The goal is to make sure we are acquiring customers at a lower cost.
While with revenue, we will use Return on Ad Spends (ROAS) as our Key Performance Indicator (KPI) to track and analyze the revenues generated from each advertising campaign. Additionally, we will also measure the marketing channels that were used to display the ads and compare this to the total amount spent per campaign. Our goal is to have a high ROAS.
Secondary goal: Reach & Engagement
​We want to make sure that LEGO still finds a way to connect its customers. As Lego continues to have new product launches throughout the year, we want to create a space for our customers to share their feedback.
The Reach KPI is the Cost per 1000 users, which measures the cost-effectiveness of LEGO’s marketing and customer engagement efforts. It helps us understand how efficiently we're reaching and engaging with our customers. By utilizing this data, we can optimize the marketing budget to ensure effective resource allocation.
The Engagement KPI is the Post Engagement Rate, with a focus on social media. This metric measures the quality of engagement with LEGO’s customers. Essentially, it signifies the brand's ability to connect with its audience and foster a sense of community.
III. Target Audience Overview
Young Adults (18-30)
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​Characteristics: Tech-savvy, interested in pop cultures
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Channel(s): Discord stands out as particularly popular among this age group due to its capacity for fostering communities, aligning effectively with Lego's focus on social connection and stress relief ​
Parents (30+)
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Characteristics: Values education, safety, creativity, and affordability
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Channel(s): Social media (Meta, Youtube, Pinterest, X) for brand engagement
IV. Channel Allocations + Budget Timeline
Social Media (45% or 450,000)
​In this digital age, social media has the most influence on consumers. As a brand, we can utilize these platforms to showcase our products in various ways that would appeal to our audience. From being able to share product launches to storytelling, Lego has the opportunity to engage with their consumers on a deeper level on this platform which is why it has received the highest budget. ​
Google Ads (35% or 350,000)
To sustain Lego's brand awareness, we leverage the Google Ad platform, implementing relevant keywords, especially during high-traffic periods such as Black Friday and the Holidays, to ensure top search rankings and seize consumer interest. This strategy focuses on remarketing and maintaining a competitive advantage.
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Display Ads (20% or 200,000)
​As our parent audience visits different forums and blogs, relevant ads can be displayed in the background as this works as a remarketing strategy. Remarketing works as displaying ads to users who have previously interacted with Lego’s website or shown interest in their products or services. By reinforcing display ads, we’re keeping Lego’s brand presence on top of mind for our target audience. This personalized approach not only increases engagement but also fosters a sense of connection and affinity with our brand.
