Alphin Anson_Assignment 6
docx
keyboard_arrow_up
School
Seneca College *
*We aren’t endorsed by this school
Course
700
Subject
Marketing
Date
Jan 9, 2024
Type
docx
Pages
5
Uploaded by KidPorpoise3820
Unraveling LEGO's Social Media Strategy: A
Deep Dive into Platforms and Metrics
Social media has developed into a vital tool for businesses looking to engage with their
audience in the always changing field of digital marketing. LEGO, a well-known toy
manufacturer, is one such business that has adopted this trend. This article will assess
how well LEGO uses social media, examine the platforms they use, and examine
important metrics that advertisers can use to gauge their success on social media.
LEGO's Social Media Platforms
Lego seems to have been there from the start when social media became widely used.
They have large followings on social media sites like YouTube, Facebook, Instagram,
and Twitter. Lego is another company that understands the purpose of each platform.
With 780,000 followers on Twitter, they engage with a large number of fans; on
YouTube, where there are 11.9 million subscribers, they create tutorials; and on
Instagram, where there are 6.8 million followers, they share glamour shots. Facebook,
their most popular account with 14.1 million likes, is likewise geared towards the
purposes of the network.
Instagram
: LEGO, which is well-known for its visually stimulating content, uses
Instagram to present its elaborate creations, interact with fans, and take advantage of
the lively community on the platform. In addition to producing regular brand content,
Lego has ventured into Instagram advertising and has seen great results from its
sponsored campaigns.
Facebook
: Thanks to its enormous user base, Facebook provides LEGO with a flexible
platform on which to share a variety of content, such as product updates, promotions,
and interesting posts.
Twitter
: Within the LEGO community and the larger toy enthusiast community, LEGO's
Twitter presence offers a platform for real-time updates, quick interactions, and
participation in trending conversations. The LEGO brand started a worldwide Twitter
campaign with a fresh message that encourages imagination and creativity in people of
all ages.
YouTube
: The LEGO Group's social media and YouTube presence has expanded over
the last six years from almost nonexistent to a fun and interesting experience that is
present on all relevant social platforms and connects with millions of customers and
fans on a daily basis. Since LEGO products are primarily visual, sharing video content
on YouTube is a natural fit, including how-to videos, animated tales, and behind-the-
scenes looks.
Why LEGO Chooses These Platforms
LEGO's strategic selection of social media channels demonstrates the brand's
understanding of the unique advantages and target audiences connected to each
platform. LEGO uses Instagram, which is well-known for its visually stimulating content,
as an artistic playground to highlight the elaborate patterns and eye-catching aesthetics
of its building sets. The site offers a place where enthusiasts can lose themselves in the
fantastical world of bricks and blocks, and its emphasis on gorgeous photography
blends in perfectly with the visually captivating quality of LEGO creations.
At the same time, Facebook has become a flexible community center that serves a wide
range of LEGO users. Facebook's large user base enables LEGO to have more in-
depth conversations, share comprehensive product information, and create a feeling of
community among its members. The platform's ability to host longer-form content fits in
well with LEGO's storytelling goals, allowing the company to move past simple
advertising and establish a virtual community where fans can interact, exchange stories,
and add to the ongoing story of the LEGO universe. Essentially, LEGO's deliberate
choice of Facebook and Instagram demonstrates a sophisticated grasp of how the
distinctive qualities of each platform can be utilized to produce a comprehensive and
captivating social media presence.
Defining Metrics and Measurement Tools
Clicks: The number of times users interact with a link, image, or video.
A high level of interaction with the brand may be indicated by more
clicks on links to tutorials, product pages, or promotional content.
Clicks for LEGO can result in the exploration of sets, building guides,
or advertising campaigns, which eventually helps with product
consideration and brand awareness.
Measurement tool: Google Analytics, Bitly.
Click-Through Rate (CTR): CTR is a metric used to assess how well
LEGO's call-to-action components are working. A greater CTR shows
that viewers are actively interacting with LEGO's content in addition to
just seeing it.
Measurement tool: Google Analytics, social media analytics tools.
Engagement (Social Interactions): Interactions with LEGO's content
include likes, shares, comments, and other forms of interaction. An
active and cohesive community is suggested by higher engagement.
This is significant for LEGO because it indicates that fans are actively
contributing to conversations, sharing their creations, and enhancing
the overall LEGO story in addition to appreciating the sets.
Measurement tool: Social media platforms' native analytics, Hootsuite,
Buffer.
Engagement Rate: The level of connection that LEGO builds with its
audience is revealed by the engagement rate. A community that is
more dedicated is implied by a higher engagement rate. Strong
engagement rates are an indication to LEGO that fans are actively
involved in the LEGO experience, sharing their enthusiasm and
creations rather than being passive observers.
Measurement tool: Social media analytics tools, platforms' insights.
Hashtag Performance: LEGO content is categorized and organized
with the help of hashtags. Increased discoverability and visibility for
LEGO posts are the results of effective hashtag performance.
Measurement tool: Hashtag analytics tools, social media platforms'
insights.
Organic Likes: Likes that are organic indicate sincere gratitude from
the audience without the need for paid advertising. Stronger affinity for
LEGO's content is indicated by higher organic likes. This measure, for
LEGO, shows that consumers find value and enjoyment in the brand
even in the absence of paid promotion, which speaks to the inherent
appeal of their sets.
Measurement tool: Social media platforms' native analytics.
Paid Likes: Targeted promotional efforts lead to paid likes. It is possible
to increase the visibility of particular LEGO campaigns or product
launches by strategically using paid likes. Paid likes are one way that
LEGO can extend the reach of important messages, making sure that
promotional content is seen by more people and possibly leading to
more sales.
Measurement Tool: Social media advertising platforms, analytics tools.
Reach: The total number of distinct users exposed to LEGO content is
measured by reach. Greater brand exposure is implied by a higher
reach.
Measurement Tool: Social media platforms' insights, analytics tools.
Sentiment: Sentiment analysis measures the general disposition and
tone of user comments. Positive feedback suggests a deep emotional
bond with the LEGO brand.
Measurement Tool: Social listening tools, sentiment analysis tools.
To establish reasonable targets, marketers should consider industry benchmarks,
historical performance, and campaign objectives. For engagement, setting a goal based
on a percentage increase from previous campaigns or industry averages can be a
starting point.
Engagement Rate: Calculation: (Total Engagements / Total Followers)
x 100.
Target: Aim for continuous improvement, benchmark against industry
averages.
Hashtag Performance: Calculation: (Number of Hashtag Uses / Total
Reach) x 100.
Target: Aim for increased usage and visibility over time.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help
Sample Engagement Rate Calculation
The engagement rate for LEGO and its largest competitor on Instagram:
LEGO Instagram Account:
Total Engagements: 900,000
Total Followers: 10,000,000
Engagement Rate: (900,00/ 10,000,000) x 100 = 9%
Competitor Instagram Account:
Total Engagements: 600,000
Total Followers: 8,000,000
Engagement Rate: (600,000 / 8,000,000) x 100 = 7.5%
In this example, LEGO outperforms its competitor with an Engagement rate of 9%
compared to 7.5%. Further analysis, considering other metrics and campaign
objectives, would be necessary to determine the overall performance winner.
In summary, LEGO's skillful use of social media channels demonstrates a deep
awareness of its target market and a deliberate effort to create a varied and interesting
online presence. Through the strategic use of Instagram, LEGO leverages the power of
visual storytelling to turn its elaborate builds into engrossing stories that appeal to a
broad audience. Concurrently, the brand creates a vibrant community on Facebook
where enthusiasts come together to share their passion, ideas, and creative endeavors,
going beyond simple marketing. LEGO has made a conscious effort to build deep and
meaningful relationships with its global fan base through the platforms it has chosen,
rather than merely focusing on digital visibility. The brand's ability to successfully
capitalize on Facebook's and Instagram's distinct advantages demonstrates a creative
approach to social media that goes beyond conventional marketing paradigms,
transforming these platforms into lively extensions of the LEGO universe.
References:
Gell, Pat. “Lego Social Media Audit - Pat Gell - Medium.” Medium, 7
Jan. 2022,
https://patgell123.medium.com/lego-social-media-audit-
a6b06a07e7f
Bric-Rc, and Bric-Rc. “Lego’s Social Media Marketing Approach and
What We Can Learn From It - Global Marketing Professor.” Global
Marketing Professor - Global Marketing Insights |
GlobalMarketingProfessor.com, 27 May 2019,
https://globalmarketingprofessor.com/legos-social-media-marketing-
approach-and-what-we-can-learn-from-it/#:~:text=Lego%20is
%20currently%20present%20across,each%20month%20on%20social
%20media
.
How LEGO Group Used Twitter to #RebuildTheWorld.
https://marketing.twitter.com/en_apac/success-stories/how-lego-brand-
used-twitter-to-rebuildtheworld
Silberbauer, Lars. 5 Secrets Behind the LEGO Social Media Success.
8 Feb. 2021,
https://www.linkedin.com/pulse/5-secrets-behind-lego-
social-media-success-lars-silberbauer/
Gilliland, Nikki. “How Lego Uses Instagram to Inspire Fans of All Ages.”
Econsultancy, 16 Aug. 2018,
https://econsultancy.com/how-lego-uses-
instagram-to-inspire-fans-of-all-ages/
Related Documents
Recommended textbooks for you
Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing

Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning
Recommended textbooks for you
- MarketingMarketingISBN:9780357033791Author:Pride, William MPublisher:South Western Educational PublishingContemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning
Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing

Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning