LEGO company is one of
the most popular corporations in the world when it engages towards children's
toys. The headquartered of LEGO Group is in Billund, Denmark and main offices
in Enfield, USA, London, UK, Shanghai, China, and Singapore. It is owned by
Kirk Kristiansen family who found it in 1932.
LEGO is
expanding in social media successfully over the past few years. The reason
behind the success could be attributed to its inspirational social media
marketing strategy is when it is starting to treat its adults and kids fans the
same. LEGO’s page on Facebook has over 12 million followers. On twitter, they
have around 500 thousand followers. Over 2 million subscribers on YouTube.
Here are
some examples of LEGO’s contents in social worlds:
1-
Twitter
#LEGO_Group
On Twitter,
LEGO did exclusive giveaways through simple competitions such as Retweeting.
They got over16,000 retweets. Also, hashtag #LEGO_GROUP encourage LEGO lovers
to share their LEGO buildings.
2-
LEGO
movie and LEGO Batman
By making this
movie, children feel that they have their own version of batman movies. At the
same time adults enjoyed it as it is a fun Dark Knight movie.
3-
Instagram
LEGO highlights most of the holidays
such as Easter and Christmas.
LEGO has two main
target audience: buyers (Parents) and users (children). Adults or parents are
the audience whom sharing and participating on LEGO’s social media world.
LEGO group
develops their content on social media which drives to brand awareness. They
have managed to stay relevant by participating in some well-known characters
such as Star Wars, Harry potter, Disney cartoon characters. Also, highlighting
holidays which helps them connecting with customers engage with them in their
special holidays.
Their message is
encouraging kids and even adults to use their imagination and build their own
characters. Also, happiness, when parents and kids are fully engaged in
building their characters. Learning is one of the LEGO’s important goals which
is by helping kids to develop new skills like putting parts of bricks together,
taking them apart and so on in different ways. Parents also learn how to be
patient in playing with their kids. In general, the company focused on growth
and development of children's creativity via playing and learning by assembling
LEGO brick.
LEGOs wants engagement
in their social media accounts. They want their fans to be playful and create
creatives buildings and characters that bring out the inner child and share
them under LEGO’s hashtags and LEGO’s social world.
According to Christopher
Ratcliff LEGO company has the ability to stay on people minds for over eighty
years is a proof for product's quality and how strong is the imagination which
enhances in every generation.
According to
Chief Marketing Officer of LEGO company Julia Goldin there are some keys of
effective content marketing. We focus on the audience by identifying for whom
the product we created and the product should not be boring it should foster
the imagination and encourage the creation of something new. Also, All the
departments in LEGO company work together. They don’t operate in silos. In some
certain tasks, Julia said “all gather together and start working”. Moreover,
customers always come first for the LEGO company. They determine the
interesting and most relevant ways to communicate with audience.
LEGO’s
marketing strategy is treating children and adults the same. writes E Consultancy’s
Christopher Ratcliff. “LEGO’s invitation to its audience is a catch-all policy:
“Hey come on in, we’re all the same here, we’re just a bunch of people who love
LEGO.”
To sum up, LEGO’s has
variety of content and it is somehow related to each other. The LEGO’s brand
values that built their persona are quality, the great reputations for
producing products that trusted by all customers. Also, LEGO helps kids to use
their imagination in building their characters which lead to encourage
creativity. LEGO is caring about their customers and wants to make positive
change in their lives.
