A LEGO’s email to a millennial Dad (still fiction)

By Linh PMP

“Hi Jeff,

Thank you for joining the coolest daddy community of fun and imagination. We love your child. And we love you too. Let’s see how we can help make your daddy time become more awesome!

Join an in-store daddy challenge & win a tech gift…

Help your daughter build her imagination…

Forward a gift to your 20-year friendship buddy…

More to come. And just share if you expect more from us.

Everything’s awesome,


NOTE: This email is NOT real. It’s totally made up by me, only in the context of this discussion.


On the brink of bankruptcy in the 2000s, LEGO has amazingly revived itself to be the top brand in 2015 (Brand Finance). It’s totally because they took an action of listening to the customers, with LEGO Ambassador Program and LEGO Click Community, etc. Following their practice of listening, I’ve tried paying attention to what people are talking about the brand these days (using some tools like SocialMention, Brand24.net, icerocket, tweetdect), and interestingly, have found happy posts shared by dads with different reasons.

Screenshot 2016-03-25 08.40.10.png

Wait a minute, let’s think about the power of Millennial Dads…

Why Millennial Dads?

Millennial dads are not only more hands-on with their children’s toy shopping than previous generations of fathers, these young dads are keen to buy traditional toys and games for themselves/other adults. Mintel finds younger dads are less price sensitive to traditional toys and games that are high quality, are premium versions, or feature well-known characters. This tech-savvy group also is likely to demand online versions of traditional games.” (Mintel, 2015)

Moreover, according to eMarketer, “the majority of US dads feel underrepresented by advertisers”, “more than half of dads want ads targeted specifically to them”.

millennial dad digital advertising.gif

This daddy segment worths more attention. Actually there are lots of ideas that can be applied to them. How about more in-store challenges for dads to get them more engaged with the shopping process? How about helping the dad encourage the daughter with more imagination (well we see a lot of LEGO commercials of the son, or of the mother with the daughter, but the dad with daughter can be interesting, probably in line with UN’s #heforshe pledge)? And how about offering millennial dad the gift set for his old friend who used to play LEGO with him when they were younger (it serves his “retro feeling”!).

Screenshot 2016-03-25 23.05.13

And there are various ways to transfer those messages to the dads, but here I focus on email marketing.

Why email marketing?

In a recent survey by Marketing Chart, 59.7% global business leaders plan to increase spending on Email Marketing (the highest percentage, even higher than the option of social media with 56.3%). What might be the reasons?

  • Emails are personal. Remember, more than 50% of dads want targeted messages specifically to them. Let’s say, emails CAN BE personal, targeted as one-to-one conversations IF customized based on individual customers, which cannot be done with blasting social media posts.
  • Emails have performed well and customers still want them. Mc Kinsey (2014) says email is 40 times more effective than the combination of Facebook & Twitter in acquiring a new customer. Marketing Sherpa (2015) says “a vast majority of Americans (91%) do in fact want to receive promo emails”. According to Monetate, 24% of visitors from email marketing end up buying as compared to 2.49% from search engines and 0.59% from social media. Also, email is generating the highest ROI for marketers, compared to other channels such as search, social, TV, etc (details on Campaign Monitor).

Coming back to LEGO case, let’s check out a LEGO’s current notification email of a new customer account.

Screenshot 2016-03-25 07.12.45

Well, it has information, but no emotion, rite? How about adding 1 more question before setting up an account for a customer (of course based on reasonable age range), asking “Do you have…? A daughter… A son”, and matching with the gender question, we may categorize the data pool into dad with son, dad with daughter, etc… Then there comes the targeted email (of imagination) as stated at the beginning of this article.

With LEGO, everything’s expected to be awesome :-). 





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