Developed by The Secret Little Agency (TSLA), the concept of the book went back to the drawing board, literally––back to a time before friendships were initiated by clicking 'Add friend'––and created an actual friendship diary that little girls could doodle, write and fill in with their friends.
The content-led campaign consists of a series of YouTube videos, where young girls give valuable, real-life lessons on how to be a better friend. It takes pixel pals and Instafriends offline to engage and start building their friendships in real life.
Lego Asia-Pacific appointed The Secret Little Agency in July. Earlier, the brand said it is expanding its presence in Asia, specially focusing on China, Korea and Southeast Asia. Consumer sales in Asia have risen 35 per cent in the first half of the year alone, outpacing the growth in mature markets such as North and Latin America as well as Europe.