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

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in