Lego is a well-known name when it comes to fun and creativity. The company has brought that same fun spirit to its online presence. Discover how Lego built its popularity online one brick at a time in this social media case study.
What Lego does on social media
Lego has a strong presence on various social media platforms. Its official YouTube channel has more than 4.4 million subscribers, and has generated 5.59 billion views. One of its most popular videos is a Moana-themed stop-motion animation.
The video attracted more than 25.9 million views, and has helped cement Lego’s status as the most popular branded channel on the site.
Lego also a large following on other platforms:
- 12.6 million followers on its Facebook page.
- 2.4 million followers on Instagram
- 504,000 followers on its main Twitter account
These numbers combined show that Lego is one of the most popular brands online.
How Lego made a fun YouTube channel
Lego’s YouTube content consists mainly of stop-motion animation made with its playsets. These clips often portray scenes from the media franchises that the sets are based on. Perhaps their most consistently popular videos are features of original sets, and hands-on demonstrations of its new releases.
Promoting its media franchises
Lego has created its own TV and movie franchises, like Ninjago and the Lego Movie series, as a form of content marketing. The brand uses YouTube to advertise these franchises with trailers and featurettes, like this one from the Lego Batman Movie:
These media franchises act as effective branded content that help increase interest in their associated toy lines. They also make money in their own right!
Getting audiences involved
Lego is all about building various structures and models using simple blocks. The brand uses this concept to build audience engagement through its Lego Ideas campaign. The campaign encourages fans to submit their own ideas for new Lego playsets.
Fans respond to this with impressive ideas, which we’ll see later, as lucky fans eventually got to see their creations turned into official Lego playsets. This is exceptional user-generated content.
How Lego became a hit on Twitter
Lego’s official Twitter account mostly sends out updates about the new products that they are releasing. It also regularly tweets candid images taken of its products.
— LEGO (@LEGO_Group) January 10, 2018
The brand carefully times its tweets to ensure that they’re read by audiences coming from different parts of the globe. They typically tweet in the evening when most of their followers are likely to read through their news feeds. Lego also has a decent branded hashtag strategy.
Hyping its franchises
Lego uses Twitter to promote its various media franchises. To build hype for the first Lego Movie, for instance, the brand created a dedicated account where they launched the trailer.
— The LEGO Movie (@TheLEGOMovie) October 31, 2013
Aside from promotional materials, the account tweeted photos from fans.
— The LEGO Movie (@TheLEGOMovie) August 26, 2013
These tweets built anticipation for the movie seven months before its release. After the movie’s run, Lego kept the account active by using it to promote subsequent instalments in the franchise.
Keeping followers engaged
Twitter is another channel that Lego uses for its Ideas campaign, creating a dedicated account for it. The account tweets the latest ideas submitted by fans.
Becareful you don't get stung by today's Staff Pick Mecha "Scorpion" by Mitsuru Nikaido.
— LEGO® Ideas (@LEGOIdeas) January 12, 2018
Fans can learn more about the entries by clicking on the links included in the tweets. They can then support their favorite ideas on the campaign website.
Lego also use their Twitter account to communicate directly with customers. They actively respond to the many positive mentions they get, while also addressing questions and concerns.
Hi Sacha! So sorry to hear you're missing a piece 🙁 If you head to this site, our awesome Consumer Service guys will be able to help you out https://t.co/xu2AgAGO0k
— LEGO (@LEGO_Group) January 28, 2018
Lego uses the first name of customers in its responses, making for a more personalized customer service experience.
Social media case study: Lego on Instagram
Lego’s Instagram account posts the same visual content found on its other social media channels. To keep it fresh they find ways to repurpose the content.
The brand ensures that they have a constant stream of Instagram content by maintaining a regular posting schedule. In the case of videos, they posts at least two videos a week.
Collaborating with other brands
Owing to the nature of its products, Lego can easily partner with a variety of brands to create novel marketing campaigns. UK-based publisher Dorling Kindersley is one such brand, partnering with Lego to promote the release of its “Lego Minifigure Year by Year” book. To build hype for the launch, DK posted a series of videos and images featuring a Lego diorama of the event on Instagram and other social media platforms.
For added fun, they sent custom Lego mini figures to influencers and journalists it invited to the event.
Social media case study: Lego on Facebook
Like the other channels discussed in this social media case study, Lego’s Facebook page mostly posts promotional materials for its products. Occasionally, it posts lighthearted content, like this one commemorating its anniversary.
Lego has a strict protocol when they encounter kids on Facebook, and other social platforms. Instead of engaging, the brand directs them to its more secure community platforms, like Lego Life. This ensures that its younger audience is out of harm’s way online.
Developing co-creation campaigns
Lego teamed up with Facebook in 2015 to launch its “Kronkiwongi” campaign. The campaign encouraged parents to join their kids in coming up with the weirdest Lego creation they could think of.
The Kronkiwongi campaign was part of Lego’s co-creation strategy to get its audience more involved with its products. Lego has implemented the strategy in its other franchises like the Lego Movies, where it incorporated fan-made videos. In an interview with Marketing Week, Lego VP of marketing Conny Kalcher said that the strategy has helped them show how much they value their customers.
Lessons from Lego’s social media strategy
Throughout this social media case study, Lego demonstrated its emphasis on customer-first marketing. The brand uses social media to actively discover the kind of topics, themes, and ideas that interest their target audience with Lego Ideas. This helps them come up with products that fit in well with audience preferences.
— LEGO® Ideas (@LEGOIdeas) February 1, 2018
Branding and customer experience
Lego already has an established reputation as a creative brand. They have amplified this with:
- Use of unique content, like stop-motion animations and diorama photography.
- The brand creates content that catches the interest of both young and adult builders, cementing its image as a toy for all ages.
Lego uses a variety of social media channels to reach out to and engage its large fan base. They maximize this by:
- Ensuring that the content it creates for each channel fits that channel’s audience.
- Lego links their channels together to create an immersive customer experience.
When building your own multi-channel engagement strategy, choose the ones where you can best engage your audience. Plan to treat each channel individually. Cross promote these individual strategies to turn your audience into an active community.
Lego’s social media success is a great example of how brands can engage their audiences in a fun manner, and turn them into avid supporters and ambassadors. Use this social media case study as a guide and you can become the next entertaining brand to follow online.