The social media marketing strategies of LEGO are very effective. The company has maintained its continuous presence on all the prominent social media platforms such as Facebook, Twitter, YouTube, etc., and has millions of followers on all these widely used platforms. As noted by BRIC-RC (2019), the company connects itself with more than 50 million users online. As an integral part of its social media marketing campaign, LEGO posts content based on the feelings and needs of its diverse customers from all over the world. Even it has created several pages for its toys on the same platforms, such as Twitter and Facebook, to target a specific audience and efficiently engage them. The timings of the posts are also calculated to generate the maximum audience response (BRIC-RC, 2019). Moreover, LEGO has also provided a platform for its fans to create their ideas and post them for the feedback from LEGO community through the LEGO Ideas channel. This enables the company to have millions of designs from all over the world without any cost which also helps it in marketing its products. As a whole, as mentioned by Howarth (2018), the company is utilizing new approaches to content creation on social media, which have been very successful.
BRIC-RC. (2019). Lego’s Social Media Marketing Approach and What We Can Learn from It – Global Marketing Professor. Global Marketing Professor. https://globalmarketingprofessor.com/legos-social-media-marketing-approach-and-what-we-can-learn-from-it/
Howarth, B. (2018). How Lego infuses social media marketing with play. Www.cmo.com.au. https://www.cmo.com.au/article/641387/how-lego-infuses-social-media-marketing-play/