LEGO

Company Issue

Goals at LEGO

• Change the LEGO corporate culture of appearing non-social
• Build relationships with customers
• Share proprietary information to generate new product ideas
• Learn to better understand their customers

LEGO was challenged with strategizing a social media marketing plan, the company needed to connect with their customers

But first, they had to define their customers

Personas used to categorize LEGO customers

• Lead Users- people LEGO actively engages with on product design.
• 1:1 Community- people whose names and addresses they know
• ConnectedCommunity- people who have bought LEGO and [have] been to either a LEGO shop or a LEGO park

Personas used to categorize LEGO customers

• Active Households- people who have bought LEGO in the last 12 months
• Covered Households- people who have bought LEGO once
• All Households- those who have never bought LEGO

Now it was time to strategize...

Strategies at LEGO

• Understand customer behaviors
• Use personas to segment market
• Co-creating products online with Lead Users
• Interacting with the Connected Community and 1:1 Community
• Use online communities and social network

and put those plans in motion

LEGO call to action

• Block building contests
• Actively engage with customers on product design
• Interacting with online community giving them special attention encouraging them to be LEGO advocates

According to Jake McKee, Chief innovation officer of the consultancy, Ant's eye view

"the LEGO group has never seen such tremendous success as they have in the past few years,

since they began taking advantage of their most valuable resource- their fans.

Not only have they recieved more coverage on the Internet,

through the proliferation of cool LEGO pictures and fan-made viral videos,

but have also turned feedback into new products."

In 2010, LEGO became the fourth largest toy manufacturer.