LEGO

     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.