Collaboration and metrics underpin LEGO’s owned media strategy

Sean Hargrave

LEGO prioritises owned media, a strategy that is paying dividends because it has fostered a new spirit of collaboration and led to measuring every campaign to unlock the potential of its assets.

Owned, earned, shared and paid media all have vital roles in marketing, but owned will always have the benefit of giving a brand full control. For a company with young audiences, such as LEGO, this is vital for providing safe environments. The key is to remember that even when using your own channels, they must still be strategically driven and effectiveness fully measured, just as if it were any other part of the content marketing mix.

That’s the main learning LEGO has discovered as it has implemented an owned-first approach to its marketing. The background to prioritising owned channels is...

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