I chose LEGO for this blog post because growing up I would build LEGOs after school and even dreamed of getting the Millennium Falcon for Christmas. Unfortunately, I never got it but that's fine since I probably wouldn't have been able to complete it. A fond memory I have was building my first Lego set and taking a picture of it with the family camera and feeling so proud of myself which I think was a Ninjago dragon set. Even the LEGO video games had me hooked, especially the Star Wars ones. I have been exploring LEGO's website and social media pages, coming to the conclusion that LEGO is not just about toys, it is about the community they have spent building for a very long time that truly values imagination and creativity.
Lego was founded on August 10th, 1932, by Ole Kirk Kristiansen. They are known for their building sets that can inspire individuals across all ages. I believe their value proposition is inspiring creativity for all ages and building a community around imagination. From being known for their building sets, they have eventually built an empire consisting of movies, video games, books, and collector sets, thus making the brand very popular across different generations.
On social media, fans have a lot to say both praise and constructive criticism. First, people love new and unique sets. For example, on Instagram, user @thetinytheater commented on the new LEGO Gizmo set: “Oh you know we snagged him Day One!!!” This highlights how LEGO keeps fans excited with innovative designs. Another positive comment that was left by @bigzachshouse said, "Don't let the little guy get wet. I grabbed it on release day! Looking forward to building and sharing my thoughts!" LEGO does have issues with regard to releasing what some of their fans want. For instance, this comment that was left on the same post by @voleteryx "day 53 of asking to make a LEGO version of the BMW M3 E46 GTR from Need for Speed: Most Wanted." It would be frustrating as a fan waiting for a set this long, but this is what makes LEGO great, they constantly release ideas and sets to please all sorts of fans.
What really stands out about LEGO’s marketing is how connected they are with their fans. They love featuring people’s own LEGO builds and supporting diverse campaigns. Their posts on social media mix product announcements with fun challenges or drop alerts. For instance, the Nike Dunk set that was released September 6th. Their posts make their pages feel alive and interactive, not just promotional and boring. For example, hashtags like #LEGOCommunity and #LEGObuilds allow fans to share creations amongst each other on social media. LEGO currently has millions of followers across platforms. For instance, their Instagram page has 12 million followers, TikTok 2.2 million, X (Twitter) 1 million, and Facebook has a whopping 15 million followers, this demonstrates the success of their approach.
When it comes to responding to customers, LEGO generally does well. They address concerns about product availability and shipping, which shows they listen to their audience. However, they could improve by being more transparent about restocks and future releases to reduce frustration since a lot of the customers have to pay for overpriced LEGO sets due to resellers.
If I were LEGO's brand manager, I’d continue building on community engagement while expanding campaigns that highlight creativity. I would also introduce more behind the scenes content showing how sets are designed, like the Ferrari they have in LEGOLAND in Florida, this gives fans an insider view that deepens connection with the brand. It is unbelievable how much untapped potential there is. Like releasing a Garfield set or just historical things like the first Apple computer, LEGO could release these sets and attract people of all ages. I would pump ideas out to the public and see what they think.
I learned that LEGO's social media presence shows how powerful community-driven marketing can be. I already knew they had a presence on social media but I was very surprised with their Facebook page having a whopping 15 million followers. While doing this assignment, I enjoyed watching how fans shared their builds, ideas, and excitement which proves that LEGO isn’t just selling plastic bricks, they are inspiring creativity around the world. Although they have done a good job, they have absolutely no limits, so like I previously stated, I would pump out ideas to the fans. LEGO's social strategy proves that a brand can evolve with technology while staying true to its roots. They’ve built more than just toys, they've built a global family of creators.
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