Case Study Flipbook: LEGO
Published on Sep 08, 2018
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PRESENTATION OUTLINE
Goals: LEGO wanted to bridge the gap between its customers and it's product through effective social media marketing.
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Goals: LEGO wanted to change the company's culture to allow for new growth of product awareness and customer connection through social media.
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Strategies: Understanding their customers...
LEGO started out their goal of building a SMM bridge with customers by studying their consumer demographics based on purchase and usage rate.
Photo by Joe Shlabotnik
Strategies: Six Catagories of Customer Personas
LEGO then took this research and created six categories of personas for consumers based on those purchase/usage rates.
These personas included: Lead Users, 1:1 Community, Connected Community, Active Households, Covered Households, and All Households.
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Strategies: Applying Personas to SMM
LEGO took these persona studies and realized the majority was in the All Household category and least in the Lead Users. So, finding the most growth in the first three categories, that's were the majority of their efforts went.
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Results: In 2010, LEGO captured 6.9% of the global market of toy sales, making it the fourth largest toy manufacture. With a net profit of 688 million dollars that year.
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Call to Action: Build, Create, and Discover
LEGO has built a product line design to test and open the creativity of the mind in both children and adults alike through its SMM strategies encouraging customers to create photos, viral videos, and more.
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