Focusing on customers and little bricks: How LEGO manages content marketing

This event report looks at LEGO’s approach to content marketing and how the toy brick has successfully involved consumers in building the brand.

Focusing on customers and little bricks: How LEGO manages content marketing

Emily BarleyWarc

"The LEGO brick was invented in 1948. It's an old product. So how we do we make sure we stay relevant?" That was the question posed by Conny Kalcher, VP global marketing at LEGO, to the CMA International Content Marketing Summit held in London in December 2015.

Ten years ago LEGO had a crisis with financial losses so great that the business nearly folded. Fast forward a decade and the company is enjoying growth and success – all built around those little bricks and a firm...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands