Social Listening: Lego

     The Lego company has always held a special place in my heart. When I was younger, there was nothing more exciting than bringing home a brand new Lego set from the local Target with my mom. Aside from videogames, Lego's were my favorite activity, as their limits are only bound by one's creativity. And this statement is still true true to this day. 

     Lego is one of, if not the most successful and beloved toy companies in todays world. Producing high quality plastic building toys with an enormous variety of parts allows Lego to be flexible with the audiences that they can appeal to. As a result, Legos are beloved by every age group and community. Looking at their social media, Lego is constantly interacting with the community by reposting fan-made builds and previewing new sets. Lego posts the same posts on all of their platforms so I will just show you what their Instagram page is like.

     While I didn't see a trend in anything specific being said in their comment section, they are overwhelmingly positive, as fans are always excited to see what the Lego Company is up to. Here is what some people had to say about some of their new sets:

However, they don't usually reply to people's negative comments, so it would be nice to see a response from them. That what I would do if I were their brand manager, as it would help connect to their audience just a little more.

      In terms of marketing their products on Instagram, they primarily promote their advanced collectors sets, which successfully appeal to an adult audience, as they are the primary viewers of their content on the platform. They also will occasionally post about collaborations outside of their products, new stores opening, and other miscellaneous content.  

     Lego is famous for telling short stories in their advertisements and promotional videos. Their most famous example of these is the Lego City "Hey" TV commercials, which have been cemented as a meme in internet culture due to just how memorable they are. They revolve around an accident happening in Lego City, and certain vehicle needs to be build to save whoever is involved in the accident. A Lego figure then yells "Hey" at the viewer, and the vehicle is suddenly hastily built and the people are saved.  This is what makes the ads so memorable, because it speaks directly to the viewer, leaving an impression that they need to save whoever is in danger by building the vehicle. This is a prime example of Lego's genius marketing team. They created a short, memorable advertisements that are still remembered over 10 years after they were aired.

     While not all of their ads are their Lego City ads, they still follow a similar formula. These days,  their TV ads aren't as popular as they used to be, but that can be attributed to TV being less popular due to streaming services. Regardless, Lego is still doing very well for themselves, as they are always adjusting their marketing strategy to fit the current times. As a result, they don't seem to struggle much, due to their innovation and creativity. Their current collaborations with Adidas and Levi's helps them stay relevant during the current fashion boom, and their collectors sets bring in an adult audience while also appealing to resellers who target rare Lego sets. Companies like StockX who resell sneakers, luxury clothes, and other goods associated with collectors. Lego recognized the opportunity, and hopped on it, so now you can buy and resell Lego's on StockX. Even during the ever-growing videogame market, Lego manages to stay relevant, as they just launched their new Lego Starwars: The Skywalker Saga game for PC and console. 

Lego is undeniably one of the most beloved and creative toy companies in the business. Their motto "Only the best is good enough" is a testament to who they are as a company. They use their social media to maintain their wholesome reputation through interacting with the community, and I was reminded just how brilliant their marketing really is. 

Lego City "Hey" Ad: https://www.youtube.com/watch?v=Rl1HcsdVf0w