lego: social media marketing plan · media marketing plan in 2013, lego spent $257 million in...

LEGO: Social Media Marketing PlanBy: Natalie, Taylor, & Chloe

Table of Contents

Part 1: Executive Summary

Part 2: Social Media Audit

Part 3: Social Media Plan

Part 1: Executive Summary

Brief Company Background

❏ Lego is a line of plastic construction toys manufactured by The Lego Group❏ Privately held company in Billund, Denmark

❏ Lego is the company’s flagship product, which consists of colorful interlocking plastic bricks, gears, figurines (minifigures), and other parts

❏ The Lego Group began manufacturing these interlocking plastic bricks in 1949❏ Developing a global Lego subculture

Company Facts

❏ Things developed under the brand:❏ Supporting movies, games, competitions, and 6 Legoland amusement

parks in different parts of the world❏ Disney, Star Wars, Marvel, Universal, and more

❏ As of July 2015, 600 billion Lego parts have been produced.

❏ In 2013, ranked one of the fastest growing U.S. consumer products companies based on net sales growth with 21.7%.

Executive Summary

❏ Social Media❏ Goals and Objectives

Current State of Social Media

❏ Lego is on Facebook, Instagram, Twitter, and Pinterest

❏ Facebook has the most likes

❏ Instagram has the highest engagement rate

Goals and Objectives

❏ Goal: Encourage consumers to purchase Lego products ❏ Existing products, new products, and films associated

with Lego❏ While Lego is a highly recognizable to consumers, there

is little engagement with the consumer

❏ Objective: Increase audience engagement through various social media tactics

Part 2: Social Media Audit

Social Media Platforms

● Facebook○ 10.7 million likes

● Twitter○ 307K followers

● Instagram○ 789K followers

● Pinterest○ 21,093 followers

FacebookPost #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate

Likes 5,065 2,178 475 8,170 2,084 5,138 0.05%

Comments 53 111 21 610 58 170.6 0.002%

Shares 1,208 332 106 3,913 126 1,137 0.01%

Type Video Photo Photos Photos Photos 0.0001%

Facebook

Pros❏ All of their posts involve either

pictures or video content❏ Relevant posts

❏ Popular culture / holidays❏ More likes than any other

platform

Cons❏ Insufficient customer service❏ Lack of customer interaction❏ Low engagement rate

TwitterPost #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate

Favorites 240 153 1,342 75 217 405.4 0.13%

Comments 13 7 36 8 9 153.2 0.05%

Retweets 78 82 1,182 34 173 309.8 0.61%

Tweet Type

Photo GIF Photo Series

Video Video 0.39%

Twitter

Pros❏ High engagement rate❏ Most tweets include either video

or picture content❏ Platform used to promote new

movies and products❏ Have many Twitter accounts

❏ Subsidiaries❏ Expand audience

Cons❏ Platform isn’t engaging❏ Not many daily fan interactions

or conversations❏ They do not retweet or follow

enough people

InstagramPost #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate

Likes 19,165 14,555 32,658 23,986 31,954 24,463.6 0.031%

Comments 221 47 365 130 483 249.2 0.0032%

Type Video Photo GIF Photo Photo 0.313%

Instagram

Pros❏ High engagement rate❏ Exclusively video, picture, and

GIF content❏ Platform that appeals to artsy,

photography-enthused people❏ Ability to use hashtags

Cons❏ No customer interaction or

engagement❏ Infrequent postings

PinterestPost #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate

Likes 32 10 12 45 8 21.4 0.10%

Comments 0 2 0 1 0 0.6 0.003%

Pins 157 10 41 337 43 117.6 0.56%

Type Photo, Building

Instructions

Photo Photo Photo, DIY

instructions

Video 0.017%

Pinterest

Pros❏ Every post is an image or video,

usually linking to a website (more engagement)

❏ Pinterest is a platform targeted towards women (that means moms!)

❏ Everything is accessible and ready to be saved in one click

Cons❏ Not a big following❏ Pinterest is a very “nichey”

website, frequently used for wedding planning and recipes

❏ Does Lego want to take the time for another social media platform? Or focus on the more popular ones?

Social Media Audit

Summary

Lego has a prominent presence on all social media sites.

● They use photos and videos to communicate on all platforms

● Relatively large audience

But...

● They need to engage and interact with their followers more often

Part 3: Social Media Plan

93.4Rated #1 Brand in the worldaccording to Staista.com

In February 2015, Lego surpassed Nike, Coca-Cola, Unilever, and The Walt Disney Company as Brand Finance’s “world’s most powerful brand”.

Opportunities / Advantages

Lego being the strongest and most wealthy brand in the world will give us many reasons to want to increase and expand their audience even further using social media.

❏ Promote and sell Lego products❏ Interact with consumers/followers to create goodwill for

the company❏ Budget should not be an issue to implement new social

media marketing plan❏ In 2013, Lego spent $257 million in advertising❏ Possibilities are endless when partnering with other powerful brands

Current Target Audience

Demographics

❏ Age: 24-44 years old (82.7%)❏ Gender: Women❏ Marital Status: Now married❏ Children: < 6 years❏ Annual HHI: $75K - $150K❏ Education: Graduated college❏ Occupation: Sales/office jobs❏ Geography: Midwest region❏ Race: Caucasian (86.6%),

Hispanics, and African Americans

Psychographics

❏ Hobbies: painting, biking, gardening, cooking, shopping, and DIY projects.

❏ Interests: Reading parenting magazines, taking their kids to the park/playdates, watching their kids play sports.

❏ Attitudes: They feel that Legos are great/exceptional toys for their kids to create and express themselves.

❏ Beliefs: They are the purchaser, who are influenced by their child to buy the product. When it comes to their kids, giving them what they want is important.

Current Target Audience

Preferred Media Outlets:

❏ Heavy Magazine Readers❏ American Baby, Allure, FamilyFun, InTouch, Life & Style Weekly

❏ Medium Internet Users❏ Gmail, Facebook, Yahoo, Pbs, Spotify, Groupon

❏ Medium TV Watchers❏ ABC Family, Animal Planet, Disney Channel, E! (Primetime)

❏ Medium Mobile App Users❏ Facebook, Weather Channel

New Target Audience

Although our research reveals that Lego’s target audience consists of primarily mothers, we want to:

● broaden our target demographic (males and females 18-44)

● pop culture enthusiasts● mobile app users ● social media junkies ● who have grown up with

Lego as a child

Objectives I Strategies I Tactics

Goals / Objectives

1. Over the next year, increase the amount of social media followers by 20% on all platforms.

2. In the next year, increase sales via social media by 15% through Lego’s co-branding opportunities.

3. In the next year, improve and increase the company’s brand engagement and interaction with consumers by 20%.

Objective #1

Objective #1: Increase social media followers by 20%

Strategy: Increase followers on Twitter by being more active on platform.

❏ Tweet (compose original tweets) and retweet (share other people’s content) more frequently.❏ Tweet 3-5 times per day, retweet 8-10 tweets per day

❏ Pay more attention to users, fans, and followers by retweeting their content and possibly following their accounts.❏ Retweet fan tweets at least 3 times per day❏ Engage in at least 5 conversations per day

❏ Tap into “real-time programming” and tweet along with followers during special events.❏ Tweet during live events, TV shows, during holidays, etc.

Objective #1: Increase social media followers by 20%

Strategy: Increase followers and likes on Pinterest by promoting itself on other social media platforms.

❏ On Twitter, link Pinterest URLs in Lego’s tweets. Create and incorporate special hashtags that mention Pinterest.❏ #LEGOPinterest and #LegoDIY

❏ On Facebook, post and showcase Pinterest DIY projects with videos/GIFs, including links to various Pinterest boards.❏ Pinterest board will guide them to a link to Lego’s website to

purchase products needed to create projects

❏ Use Instagram to post videos and photos directly linked to specific Pinterest boards. Feature video and photo content that will inspire Lego creations.

Objective #1: Increase social media followers by 20% Strategy: Generate more likes and followers on Facebook by posting more engaging content.

❏ Ask questions or ask for consumer’s opinions to engage users in conversation. Post surveys or polls on relevant topics.❏ One week prior to “Star Wars: The Force Awakens” premiere, ask fans

who their favorite character is and why

❏ Host and feature occasional contests and sweepstakes. Will serve as an incentive and will encourage users to interact with the brand by signing-up/participating.

❏ Post more video content, rather than pictures and general captions. The videos must be relevant and interesting.❏ Post short Star Wars videos with “winter” imagery near the holidays

Objective #2

Objective #2: Increase sales via social media by 15% through Lego’s co-branding opportunities

Strategy: Create a campaign focused on promoting Disney’s upcoming “Star Wars: The Force Awakens” movie.

❏ Countdown for movie premiere (December 18th) two weeks in advance on all social media platforms.❏ Feature different Star Wars Lego characters in short videos❏ #LEGOTheForceAwakens❏ Holiday and winter inspired posts to encourage fans that Star Wars Legos would be the perfect

gift❏ Links to Lego’s website to purchase products

❏ Promote Pinterest contest through Twitter and Facebook❏ Who can create the most creative Star Wars Pinterest Board

❏ 10 winners receive premiere tickets and a Star Wars Lego playset❏ Lego Snapchat account

❏ Lego geofilters❏ Lego Star Wars Snapchat Story❏ Users who screenshot snaps from Lego can receive product discounts

Objective #2: Increase sales via social media by 15% through Lego’s co-branding opportunities

Strategy: Create a campaign promoting the new “Marvel: Avengers” film in 2016.

❏ Marvel Snapchat Story on the Discover page❏ Special geofilters available 1 week before premiere

❏ Feature exclusive Marvel Avengers characters on McDonald's social media websites❏ Happy Meal toys

❏ #LEGOAvengers hashtag on all social media sites❏ Video/action content

Objective #2: Increase sales via social media by 15% through Lego’s co-branding opportunities

Strategy: Create a campaign promoting the new 2016 “Ghostbusters” film.

❏ Post short clips of Lego Ghostbusters characters dancing to the theme song❏ Start advertising 2 months in advance

❏ Target older demographic

❏ Specifically those who are familiar with original movies released in the 1980s

❏ Advertise heavily around the Halloween season❏ Lego sets and halloween costumes

Objective #3

Objective #3: Improve and increase the brand’s engagement and interaction with consumers by 20%

Strategy: Utilize social media management tools to track consumer engagement and interactions.

❏ Organize an official social media team to constantly communicate to Lego fans and followers❏ Use and invest in Sprout Social’s services to manage social media❏ Each day, every message should be viewed/given attention to

❏ Schedule posts and designate specific tasks to each member of your social media team❏ Tasks should be divided amongst team to make sure everything is

addressed

❏ Create an environment in which you can respond to your customer’s questions within one hour or less❏ Appeasing the problem quickly will show consumers you listen/care

Objective #3: Improve and increase the brand’s engagement and interaction with consumers by 20%

Strategy: Implement an email marketing system to communicate directly to users.

❏ Issue newsletters every month, updating the consumer on any Lego current events❏ Sign-ups available on Twitter and Facebook

❏ Communicate new products and features through a personalized email based on what they are interested in ❏ Demographic and psychographic information will be addressed

❏ Offer the consumer coupon incentives so that they are more likely to invest in Lego’s products

Objective #3: Improve and increase the brand’s engagement and interaction with consumers by 20%

Strategy: As a company, it is Lego’s responsibility to constantly ask their followers questions in order to keep them engaged, interested, and pleased.

❏ Post occasional polls on Twitter asking what people think about a new product/Lego playset❏ Gain consumer insights in order to improve products/services

❏ Post a trivia question every week on Facebook, related to Lego and/or relevant topics (Star Wars, Ghostbusters, etc.)

❏ Create groups and discussion boards on Facebook❏ Forum where users and consumers can express their opinions and

interact with others

Works Cited

Advertising Age. "Lego Group Advertising Spending in The United States in 2012 and 2013 (in Million U.S. Dollars)." Statista - The Statistics Portal. Statista. 08 Dec 2015.

Brand Finance. "Leading Brands Worldwide in 2015, by Brand Strength Index." Statista - The Statistics Portal. Statista. 07 Dec 2015.

Deloitte. "Fastest Growing Consumer Products Companies in The United States in 2013, Based on Net Sales Growth*." Statista - The Statistics Portal. Statista. 08 Dec 2015.

“Lego.” LEGO.com. The LEGO Group, n.d. Web. 07 Dec. 2015.

“LEGO.” Twitter. Twitter, n.d. Web. 05 Dec. 2015.

“Lego.” Wikipedia. Wikimedia Foundation, n.d. Web. 07 Dec. 2015.

“LEGO Games/Toys.” Facebook. Facebook, n.d. Web. 07 Dec. 2015.

“LEGO - Instagram Photos and Videos.” Instagram. Instagram, n.d. Web. 07 Dec. 2015.

“LEGO on Pinterest.” Pinterest. N.p., n.d. Web. 5 Dec. 2015.