Creating a brand community with engagement
- ahou0006
- Nov 14, 2021
- 2 min read
Updated: Nov 20, 2021
Did you know that Lego engages over 50 million consumers each month on social media? Let’s look at their approach and some tried and tested practices to build a brand community on social media.
Get your customers involved
Co-creation is part of Lego’s customer-centric strategy. Even though they have their own designers and product ideas, the brand still looks to millions of Lego customers for ideas. Lego Ideas is a user-generated content platform, that allows brand fans from across the world to become ‘Lego fan designers’. Let's hear from Steve...
To get 10,000 supporters, he had to promote his design on social media. Brand loyalty is enhanced through Steve's product engagement, and brand awareness is increased as he shares the project with his social connections.
Understand your customers
Lego believes collecting customer data and trend information allows them to listen and learn from brand interactions, create more valuable content and build their social media capabilities. Posts and campaigns are created for each platform and by different segments with similar interests. For example, on Twitter, Lego owns @LEGO_Group, @LEGOBatmanMovie, @LEGOMarvelGame, @LEGOIdeas, etc. By creating a culture of understanding the customer, Lego has evolved from targeting children and their parents to anyone who loves the Lego brand.
Lean into the new relationship
Lars Silberbauer, former Senior Global Director of Social Media at Lego, said one of the secrets behind Lego’s success is creating meaningful relationships between the brand and consumers.
Customer engagement is more about providing a stage or a proper that users, influencers and creators use to create their own communication, and add positively to their own identity. - Lars Silberbauer
Be creative with your content
7 million subscribers to Lego’s YouTube channel can’t be wrong. This kind of content (above) definitely boosts social media attention. But, there is no reason why you cannot get creative. The examples (below) show that you can have some fun on social media:
Take inspiration from Lego. No matter what industry, consider a commitment to collaborating with customers. Building trust on social media and building a brand community may take time, but it will be a worthwhile investment. So just keep going!
I appreciate this post. I found myself using Lego taps into peoples childhood happiness, which helps the clients to connect with your brand in a positive way.