Although admitting that it is ‘exploring’ more partnerships with vloggers, Lego’s VP of marketing and consumer experiences Conny Kalcher says it is challenging to do so and still come across as ‘authentic’.
Lego is targeting parents on Facebook through a partnership with the social network for its “Kronkiwongi” campaign, the latest in a line of efforts to involve co-creation in its marketing strategy.
Disney, Tesco and Lego rank top of the list in a new mobile audit administered by the Internet Advertising Bureau (IAB), as brands are increasingly improving their mobile optimisation.
Marketing Week caught up with Lego’s VP of marketing Conny Kalcher at the World Federation of Advertisers’ Global Marketer Week in Marrakech to chat about the iconic toy brand’s next phase.
Lego says it wants to be a “small giant” rather than a “giant dinosaur” as it pledges a consumer-focused approach to marketing to continue to drive profits; a strategy that has already driven a remarkable turnaround for the brand over the past 10 years.
Lego, fuelled by the box office success of The Lego Movie, has overtaken Ferrari to become the world’s most powerful brand in 2015 as Apple holds its crown as the most valuable, according to the latest Brand Finance Global 500 report, for the year ending 1 January 2015.
LEGO is one of the most beloved brands on the planet and its social strategy is one of the most richly engaging and rewarding.
Lego has ended its more than 50-year marketing relationship with Shell after coming under sustained pressure from Greenpeace.
LEGO’s head of co-creation Peter Espersen talks about what creates success and how a mindset of doing more than simply pushing products can lead to success.
Lego is co-creating a marketing campaign with its UK fans which will see them suggest ideas for new products that will be brought to market globally.
Lego saw its revenues increase 11 per cent in 2013 to 25.4 billion krone (£2.8bn) as the Danish toy maker continues its resurgence after almost going bankrupt a decade ago.
To promote The Lego Movie, ITV1 has run ads such as BT Flatmates and Premier Inn formed entirely out of the plastic bricks.
Lego has named former Bacardi global brand director Rebecca Snell as its most senior marketer in the UK.
Lego is to continue its Ninjago range reversing an earlier decision to cease producing the brand in 2013 based partly on insights gleaned from listening to its online communities as it continues to scale up its engagement with “super fans”.
No More Page Three campaigners are claiming a victory over Rupert Murdoch’s Sun newspaper as Lego decides not to renew a two-year promotional deal.