Lego Toys has become the world's largest toy brand, and has surpassed Mattel after years of accumulation. As a toy manufacturer, LEGO's success undoubtedly provides valuable learning and marketing experience for the entire toy industry, especially in marketing, especially in clear positioning and product innovation to ensure the expansion of the Lego brand. Some commentators said: "As a toy manufacturer, LEGO's achievements in content marketing are unparalleled, even if it is close."
There are many reasons for LEGO's success. Here are a few of them, and a content marketing strategy that marketers can use to apply.
1. The concept behind the content
As stated earlier, content needs to have a larger idea to lead: even if you are an adult, you can still use your imagination. Adults realize their "imagination" by spelling out their own LEGO villains or simulation scenes and sharing them with "Lego Creation." With LEGO, the adults seem to have changed back to children.
As a content marketer, you need to find the deepest brand concept you want to convey in your own content and then use it as a guiding principle for all actions. The deep connotation is of great significance, otherwise marketing has a lot of risk and superficiality. What is really important to you and your audience?
2. Building a community around the brand
On LEGO's website, consumers have the opportunity to meet other people with similar interests. The content on these sites, including videos, pictures, and message boards, builds the community that people crave.
Think about how your company can bring users together. On the Internet, people are always trying to find ways to establish personalized connections. After all, browsing is always lacking in human touch.
3. Give content creation to your users
Lego has given the opportunity to create content more to its users, which allows users to feel that they are part of the company's achievements in exchange for higher brand loyalty.
Encourage your users to create content. To achieve this goal, you can build a community, hold a contest, or encourage submissions to showcase to other users.
4. Express the current hot spot with a unique perspective
On social media, LEGO knows how to take advantage of current hot spots and incorporate its own brand marketing. For example, they did not simply write a sentence "Congratulations to William, Kate gave birth to the little prince George", but used Lego to create a three-person image to celebrate this happy event.
Find ways to integrate your brand into today's hot events. The right thing to do is to make brand marketing more effective, which is much better than updating your status or forwarding news on time.
Creative and imaginative content like Lego can help you achieve brilliant results.
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