How Lego uses digital to inspire the builders of tomorrow

This event report describes how a customer-centric approach to marketing has helped Lego, the toy company, raise its sales and reputation dramatically.

How Lego uses digital to inspire the builders of tomorrow

Jo Bowman

Lego's closeness to its core values of creativity and learning is what enables it to comfortably straddle the physical world of plastic bricks and the digital world of apps, games, user-generated content and feature films.

Julia Goldin, chief marketing officer with Lego, said a relentless push for innovation is twinned with a fixation on the experience of the Lego fan, which is usually – but not always – a child. She said the needs and desires of the audience are what dictate the approach to product and content...

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