COM0014: B2C Case Study – The Lego Company

For my B2C (Business to Consumer) case study I have chosen the Lego company. In recent years I have noticed a growing popularity for Lego products (with both children and adults) than when I was a child.  On top of their successful Lego Movie and partnerships (Harry Potter and Star Wars to name a couple), I have discovered that the Lego Company has amazing B2C engagement on social media.

From observation I found that in the past 2 years Lego’s use of social media has changed dramatically. Although they did have shareable digital content, a new ecommerce site, and cell phone apps prior to 2 years ago, their social media accounts were rarely updated.

despite the many mentions of Lego on social media and the general affection for the brand, it didn’t seem to interact with its audience as much as some other brands.
-Graham Charlton, 2012 (

Today we see a change in how Lego uses social media, here’s what stands out:

  1. They started an Instagram channel (since November 2013): It is regularly updated with fun pictures and recently they’ve started uploading short videos. (
  2. They started a Vine Channel (since June 2014): Which consists of fun vines featuring their products in stop-motion action. (
  3. Active Youtube Channel (Since Oct 2005): Lego has a huge library of video content on their YouTube Channel, which gets regularly updated.  The uploads are varied, including web-exclusive mini-episodes, how-to videos, and music videos. There is a good mix of fun content so that there is most likely something for anyone interested. There is also a shift in the style of their videos in general which I will discuss later in this post. (
  4. Twitter (Since May 2011): Lego makes regular posts with large levels of engagement with its followers, including consistent replies to follower questions, photo shares, and fan of the week showcases. (
  5. Facebook (Dec. 2007): Again, regular posts. Not all are advertisements for their products. For example, they posted a question targeting their parent-audience this past September, which garnered nearly 300 shares and over 900 comments: “It’s not who I am underneath but what I do that defines me. What super hero secrets are you sharing with your kids?”
    I am also impressed with how responsive you see Lego is to comments on their fb page. (

A shift in style and approach: Community engagement and change of creative content

As noted above, their responsiveness to queries and general statements made by their fan base is quick, consistent, and positive in tone. However I want to note how their creative content has also changed. Originally their video content tended to look overly computerized. For example:

Compared to the trailer of their recent movie: It has a more of DIY/ stop motion feel. Appealing and relating more to their audience, children and adults, many of which create stop motion animations of Lego themselves or will be encouraged to try once they see these videos.

It is clear they that have monitored their huge creative fan base. As Christopher Ratcliff notes:

The point when LEGO got its marketing strategy dead-on is when it started treating adult and child one and the same. LEGO’s invitation to its audience is a catch-all policy: “hey come on in, we’re all the same here, we’re just a bunch of people who love LEGO.” (

They shifted their social content to topics, videos, and photos that their audience can relate to. Their use of a DIY stop motion style makes it feel like you can do the very same at home with your Lego sets. And in many cases fans already have. They now have many venues to share their videos and photos to Lego and Lego fans online. Lego directly communicates and engages with their consumers on many different social media platforms, some of which only started within the last 2 years (Instagram and Vine channels). They are responsive to inquiries and statements. They share, give thanks, give high fives, etc. on a very peer to peer level as well: “we’re all the same here, we’re just a bunch of people who love LEGO.” (

With their huge fan base, it is clear to me that their approach is working.


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