How Lego infuses social media marketing with play

Senior global director shares how its brand strategy needs to reflect its heritage and engagement values

Lego is a brand synonymous with play. Indeed, its name is derived from the Danish words for ‘play well’ – leg godt. So it is perhaps not surprising to hear senior global director at Lego Group, Lars Silberbauer, uses similar language when referring to his own job.

“We want to be always testing out whatever new creative tools that Instagram or the others are coming up with,” he tells CMO in advance of speaking at this year's CeBIT conference. “We want to learn from it, we want to try it out, we want to play around with it like we were kids who just got new toys.”

Silberbauer manages initiatives for Lego Group across all third-party social media platforms, in a role he has built up from scratch since joining seven years ago.

Back then, the group did not even have a Facebook page. Now it is represented across most social media channels, reaching 50 million consumers each month, while Silberbauer manages a team from his office in London which stretches from Shanghai and Singapore to the east coast of the US.

The key channel for Lego is YouTube, where it reaches more than 30 million unique users monthly, with over 5 million subscribers.

Silberbauer highlights Lego’s designer videos as a key example of its success on this channel. The designer video for its Star Wars Millennium Falcon model released last year gathered more than 250,000 views, while another for its Downtown Diner model clocked more than half a million.

“The Lego designers are the rock stars of the company, and for us it was important to show how they work and the thought that goes into the creation of a Lego set,” he says.

While the role of social media is to connect with as many fans as possible, Silberbauer says it is also important for Lego Group to also be listening in to what they are creating.

“It is about having the connections,” Silberbauer says. “There is a team at Lego dedicated to connecting with those user communities and also with our crowdsourcing site, Lego Ideas.

“We might have great ideas and great designers, but when we look to the millions of Lego fans, there are always amazing ideas that we would never have thought of that we can then hopefully bring to the market and help showcase.”

Related: Lego's new Asian GM: Looking for brand cut through in an age of digitisation

Related: How Lego built its culture of innovation, brick by brick

Related: Lego becomes world's most powerful brand

While the Lego Group is renowned for its very deliberate approach to product design and marketing, its social channels represent a place to explore new approaches to content creation. Silberbauer says its use of YouTube demonstrates a much more agile approach to content.

“I think that is the big shift you need to go on as a company from being very old school, traditional on digital to making sure you can move and change at the same pace as your consumers are changing,” he says. “It is a difficult transition for all companies who have a long history, because part of what makes them strong is they have built up a lot of ways of working. But in digital you often need to unlearn a lot of things and let go of a lot of established processes.”

Silberbauer says his group takes this approach to all social media channels and is constantly striving to be a first-mover with any new tool social media services release.

“If there is no real reason why we shouldn’t do it, then let’s just try it out and then learn from it,” he says. “Instead of building up a lot of research and insight and taking a lot of time, we would rather just do five projects and test them out.

“The main rule that we try to apply is don’t just do the usual thing. You need to focus on where you feel the company should go, or which digital companies you should be on, rather than just doing things as usual. So always challenge the paradigm.”’

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu  

 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in