Speaking at a conference yesterday, Lego’s global social media director explained how customer engagement is key to the firm’s marketing aims.
Lars Silberbauer, who was giving a speech at the Festival of Marketing in London, stated that the Danish company tries to create value through its social campaigns in four ways. These were by improving the efficiency of its Internet marketing, building up customers’ “affinity” with the brand, to increase sales, and to assist with damage control.
As Lego caters to an international market, the firm actually has a number of social media teams worldwide, so that content is always being produced. Silberbauer commented that due to the 24-hour nature of social media, if Lego was not there to respond to something that was happening on the various platforms, and therefore missing out on opportunities for engagement, then another firm would be.
The social expert added that the company’s content also aims to promote the brand’s core values, such as playing with others, while fostering pride in customers’ Lego creations. Interactive campaigns, such as Life of George, which encouraged followers to create a character using the firm’s products and then share pictures of them in various locations, have assisted with such engagement.
However, Lego was not only seeking ways to show fans using its own products; Silberbauer stated that it has also been using social platforms to connect with customers over new ideas, even crowdsourcing for inspiration. If customers’ concepts received a lot of positive support online, then it would be assessed with a view to creating an actual Lego set.