Lego 's Impact On The World 's Leading Brands

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LEGO is a Danish company that was established in 1932. LEGO started in a small carpenter’s shop and has transformed into one of the world’s largest toy companies and most recognizable brands ( Specifically, LEGO produces small plastic bricks that can be put together to create larger creations. Bricks are sometimes sold in packs that create a specific creation, such as Star Wars ships or police stations, or they can be sold in packs that let the consumers make their own creations using their imaginations. In the past few years, LEGO has taken huge steps to becoming one of the world’s leading brands. In fact, according to LEGO annual reports, the LEGO Group’s net profit in 2016 was $9.436 billion compared to just
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On Twitter, LEGO had little-to-no customer engagement at the beginning of 2013, but reached over 75,000 interactions in the third quarter of 2015. YouTube growth was no different as LEGO grew its follower count by nearly 250,000 subscribers in just the fourth quarter of 2015, nearly matching its growth for the entirety of 2013 in just three months (McCullough, 2016). Silberbauer and LEGO have been able to accomplish this growth for a variety of reasons. Most notably, however, is LEGO’s ability to provide content that is relevant to the social needs of consumers through Facebook, Twitter, and YouTube, as well as its focus on using user-generated content to increase its reach through creative campaigns and innovative technologies.
One of Silberbauer’s first campaigns at LEGO was a 2012 Christmas campaign that encouraged consumers to create family moments with Lego characters. Families from 119 different countries posted pictures on social media where those photos were “liked”, shared and retweeted thousands of times. The campaign generated 150,000 page views, and Silberbauer attributed the success to the fact that the campaign created an emotional bond between the brand and the consumer. (Prosinski, 2014) One of LEGO’s most notable Facebook campaigns took place in 2015. This campaign was called the “Kronkiwongi Campaign” and it allowed children to create an imaginary character and use their creativity to define what a Kronkiwongi is.
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