The Lego Model: How to Build Your Social Brand
SocialTimes: Twitter, Web Video
It seems to me that there is one universal truth in this world: Everyone loves, has loved or is nostalgic for Lego. From the incredible success of The Lego Movie, to the product enjoying decades of success, not to mention the successful video games in a variety of genres, Lego may now be more relevant than at any point since it launched in 1949–a fact supported by Brand Finance naming Lego the world’s most powerful brand in 2015.
In 2016, you don’t have a hope or a prayer of being the most powerful anything without an incredible online marketing campaign behind you. Lego has certainly accomplished this thanks to a groundbreaking online marketing campaign which hits its high notes on:
- YouTube: Its online video is bordering on being a private publishing house to rival any TV network.
- Twitter: Its 140 character content is playful, fun and easy to share.
- User-generated content: A summary of Its user-generated content is difficult, but I could easily call it the best campaign I’ve seen.
I am going to look at each of these different aspects of Lego’s marketing in an effort to show you how to build your own brand similarly. My only regret will be not having covered everything: Contact me for a novel if that’s what you want.