As part of a marketing course, I was tasked with developing a social marketing campaign for Lego centered around environmental sustainability and corporate social responsibility. After researching various environmental issues, I decided to focus on coral reef preservation and restoration.

The campaign concept was to create a new line of Lego sets that educated children about coral reefs while also funding coral reef restoration projects. A portion of the proceeds from each coral reef-themed set sold would go towards organizations doing real-world coral regrowth and marine conservation work.

In developing the marketing strategy, I had to carefully consider Lego's brand positioning, target demographics, pricing models, distribution channels, and promotional tactics. Lego's family-friendly brand gave me an opening to create educational play experiences that taught about environmental issues in an engaging way.

Overall, this hands-on experience gave me insights into how major companies plan and execute CSR campaigns aligned with their brand narratives. It opened my eyes to using marketing as a catalyst for social good beyond just corporate profits.