Lego evolves its brand with social media and content marketing

This article explores how Lego, the toy company, evolved its brand with social media and content marketing campaigns designed around specific cultural insights.

Lego evolves its brand with social media and content marketing

Low Lai Chow

Lego's senior global director of social and video, Lars Silberbauer Andersen, admits, sells a very traditional – but iconic - product: the plastic Lego brick.

Last year, the multi-billion dollar toy brand was ranked by global consultancy Brand Finance as the world's most powerful brand, toppling the likes of luxury brands such as Ferrari and Burberry. As of April 2016, it was the most watched brand on YouTube, ahead of Red Bull and PlayStation, according to Tubular Labs.

No small feat, to be sure. As Silberbauer sees...

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