Lego has developed a new approach to marketing that focuses on digital storytelling and encourages consumers to become more active participants in the process.
The Danish company, which is famous for its brightly colored plastic blocks that can be combined to make something new, is hoping the change will help it grow its business beyond its immediate vicinity.
Lego has always been a company that embraces new ideas and technologies. It was one of the first toy companies to embrace e-commerce, and it continues to evolve along with the times.
This year, the company unveiled its new vision for marketing, including a complete rebranding of its website. It also replaced its longtime agency, Ogilvy, with the digital agency Huge.
The new approach to marketing places a greater emphasis on storytelling, a focus that aligns with Lego’s corporate strategy. And as a part of that strategy, the company aims to double its revenue by 2023.
The strategy, which is outlined in a new “lego.com” web site and app, encourages consumers to be active participants in the product development process by allowing them to follow the process from start to finish via interactivity and an immersive experience.
“We see the customer as a collaborator, not a consumer. And this is a whole new way of thinking to be a more effective marketer,” said Mads Nippergaard, VP of Marketing at Lego. “The shift to a more collaborative, immersive, and transparent marketing approach empowers customers to have more ownership over the brand and its evolution. It also allows marketers to become more human and approachable, while motivating consumers to engage with your brand. It’s all about bringing marketing back to reality and making it more personal.”
The New Site
As part of the company’s new approach, Lego has completely redesigned its website and launched a new mobile-friendly site. The new design, which includes bright colors and an immersive theme, is aimed at a more mature audience than its predecessor, featuring a slideshow of product development videos and other forms of content that draw on the company’s “lego magic.”
“The mobile-first approach ensures that our content is accessible across different platforms, and the new design is crafted to maximize screen real estate,” said Nippergaard. “With more platforms available, consumers have more access to content than ever before, and it’s up to brands to ensure their content is appropriate for all audiences.”
The website and mobile sites feature prominently on social media platforms such as Facebook and Instagram, where Lego continues to garner interest and engage with its audience, even through popular memes and videos.
More Product Videos
One of the key ways that Lego differs from other toy companies is in the way that it markets and sells its products. In addition to creating fun product videos on its YouTube channel, which have over 100 million views, the company has also published a series of books that walk consumers through the product development process step-by-step. The books, which can be found in over 200 outlets worldwide, including the United Kingdom, where Lego is famously sold, have been an important part of the company’s revenue for years. In fact, between 2010 and 2018, products that were featured in the books generated over $500 million in retail sales.
To better connect with consumers, Lego has also published an in-house magazine, “Lego Journal,” which highlights product development stories and invites readers to take an active part in the process. In the future, the company could highlight different products or themes in the magazine to expand its reach.
Enhanced E-commerce Features
For decades, Lego has been the standard-bearer for online commerce. The company saw the potential of the web for marketing its products nearly 20 years ago and established its “lego.com” e-commerce store in the mid-2000s.
The company is the global leader in e-commerce, with 10 million unique visitors per month and over 300 million items purchased online. In 2020, almost all of Lego’s e-commerce sales (99%) took place outside its traditional markets in northern Europe and North America, with the majority of sales in Latin America and Asia. This growth is expected to continue, especially in emerging markets, where there is greater potential for digital trade.
To better serve this market, the company launched a new e-commerce store in May 2021, and it has since added more products and features, including in-house labeling and delivery through partners. Customers can also create their own shopping bags and gift boxes, which are sold alongside the traditional ones.
For years, Lego has turned to agencies to do its marketing for it. The company has worked with agencies, including Hill+Knowlton, to build awareness, capture purchases, and retain customers. And it has worked with Ogilvy, another renowned agency, to develop its new marketing approach and strategy. It’s no wonder the company chose to work with an agency. Having an expert handle its marketing and communications would be a good idea, as it can be complicated and overwhelming to run a marketing campaign alone.