Lego case study

Lego faced a few issues with social media marketing because lego did not understand the use of SMM.

Issues

• they did not understand how to brand themselves
• double digit sale growth
• swelling earnings

In order to get rid of these issues, Lego had their social media practitioner come up with some goals to achieve social media success

Goals

• creating products by sharing registered information
• a better understanding of the consumer
• build more relationships with the consumer

With these goals in mind, Lego had come up with strategies that would helps them flourish.

Lego's first strategy was to separate the customers into six personas based on purchases and usage.

Untitled Slide

• Lead Users (people Lego engages regularly with product design)
• 1:1 Community (people who are known by the company)
• Connected community (people who have bought the product and have visited the shop or theme park)
• Active households (people who ahve bought the product in the last year)
• Covered households (people who have bought the product at least once)
• All households (people who have never bought the product)

With this strategy, Lego was able to create a second strategy. This strategy focused its attention on the first three personas. Interacting with the lead users by co-creating, and using online communities for the connected and 1:1 communities.

With these two strategies and goals in mind, Lego had prepared their call to action.

Call to action

• encourage the three personas to become the most ardent advocates
• high growth rate
• more feedback
• new product ideas

END