CASE STUDY

Lego & Global

Explore how On Device measured the effectiveness of LEGO and Global’s podcast advertising, uncovering how the campaign helped drive brand awareness and consideration among its target audience.

Lego & Yahoo

Overview

Lego wanted to use podcast advertising via Global to positively impact their brand funnel. Alongside this, they also had another objective through radio and OOH to increase awareness and promote traffic to the 'At Your Leisure' Podcast.

Campaign Vision

To increase awareness of Lego to the adult market and its part in providing adults with a 'joyful focus'.
To increase consideration of Adult Lego Builder Sets.
Demonstrate how Lego is a brand that can provide adults with a positive hobby beyond childhood.

Our Solution

On Device measured exposure to Lego's podcast campaign via their audio brand lift solution.

Audio Icon

Audio Brand Lift

Our Results

Specifically, the December burst of activity helped drive metrics across the entire purchase funnel:

+21%pt

The supporting radio, DAX and OOH improved awareness of the podcast

0%pts 100%pts
Control 40% Exposed 61%

+3%pt

Likelihood to listen to the podcast also increased

0%pts 100%pts
Control 35% Exposed 38%

+6%pt

Increase in agreement that Lego allows adults to unplug from everyday life

0%pts 100%pts
Control 53% Exposed 59%

Lego enjoyed a +3%pt uplift when it came to consideration of their brand following the podcast campaign.

The podcast advertising helped increase purchase intent for Lego by +7%pts.

Agreement to the statement that 'Lego provides challenging and relevant sets for adults' increased by +8%pts.

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On Device is a trusted Brand Lift Measurement Partner

At On Device, we specialise in Advanced Brand Lift Measurement using passive exposure methodologies. Our OPPO & Audacia case study shows the same audio-led approach applied to a smartphone launch campaign.

Speak to our team to learn how quality Brand Lift Measurement can deliver clarity you can act on.

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