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SOCIAL MEDIA...................... ASSOCIATION WITH
from Lego - Brand Study
SOCIAL MEDIA Lego is currently present across most social media channels, with Facebook, Twitter, Instagram, and YouTube being the largest ones for the company. It is estimated that Lego reaches over 50 million consumers each month on social media. Of those, about 30 million are reached only through the company’s YouTube channels, with its main channel having over 7 million subscribers. Aware of its big and diverse customer base, Lego tailors its content by audience, creating different posts and campaigns for each platform.
Unknown USA company ran advertisement “Every LEGO brick tells a story. Build yours”. There were four posters there. Three of them had a story, and a LEGO brick, the last one was empty, SOCIAL MEDIA PRESENCE social media presence and you could make you own story. Good LEGO Spirit. ONLINE PRESENCE
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The company owns several different pages on the same platforms, to make sure it is narrowing down its fans by similar interests. For instance, there are separate pages on Facebook created for Lego, Lego NinJago, Lego Dimensions, Lego Batman Movie, and so on. This segmentation is also seen on Twitter, where the company owns the accounts @LEGO_ Group, @LEGOBatmanMovie, @LEGOMarvelGame, @LEGOIdeas, etc. This helps communicate with fans but also helps identify possible trends or similar needs on that specific audience.
In the LEGO Group, they actively embrace diversity and believe it is one of the keys to their future success.
LEGO WEBSITE The home of the official LEGO® website, inspires and develops the builders of tomorrow. First launched in 1996, the Lego website has developed over the years, and provides many extra services beyond an online store and a product catalogue. They showcase various Minifigure characters from LEGO Elves, The LEGO Movie, LEGO CITY, LEGO Star Wars™, LEGO Ninjago, LEGO Bionicle and more, in exclusive webisodes and stop motion videos!
