LEGO turns to Facebook Live to build sales during COVID-19

Challenge

As shopping malls and retail stores were forced to close temporarily as a preventive measure during the COVID-19 pandemic, LEGO was keen to explore other channels to continue engaging with consumers.

To help keep sales of its products going, DKSH and LEGO decided to leverage livestreaming through Facebook Live as well as to enhance demand for its home delivery services.

Approach

We launched LEGO’s online streaming sales initiative using Facebook Live on the Bricks Thailand page which is LEGO’s Thailand fan page. The objective of our campaign was to create a high engagement rate on the Facebook page and to recruit new fans, followers and increased likes for the page.

Using two of DKSH’s employees as program hosts, we demonstrated LEGO’s products and the creative ways users can construct and play with them at home, especially during lockdowns brought forth by the COVID-19 outbreak in Thailand. We focused on promoting its special offer products like novelties of the month and key stock-keeping-units that have limited quantities available, for example the LEGO Technic Ducati Panigale V4 R.

Customers watching the livestream were able to confirm their orders on-the-spot and have their purchases delivered to their doorsteps.

Result

Our team used Facebook Live to maintain sales activity during the first few months of the COVID-19 pandemic in Thailand. Between April and May 2020, the team hosted six Facebook Live sessions, with each generating an equivalent of 36 percent of regular sales from our LEGO Shop.

In May 2020, Facebook Live contributed 30 percent of total sales for the month. These results show the potential of livestreaming in supporting sales growth, not to mention the entrepreneurial spirit of our DKSH team in seeking new solutions to adapt our sales strategy in the face of the pandemic.