The Lego Model: How to Build Your Social Brand

It seems to me that there is one universal truth in this world: Everyone loves, has loved or is nostalgic for Lego.

It seems to me that there is one universal truth in this world: Everyone loves, has loved or is nostalgic for Lego. From the incredible success of The Lego Movie, to the product enjoying decades of success, not to mention the successful video games in a variety of genres, Lego may now be more relevant than at any point since it launched in 1949–a fact supported by Brand Finance naming Lego the world’s most powerful brand in 2015.

In 2016, you don’t have a hope or a prayer of being the most powerful anything without an incredible online marketing campaign behind you. Lego has certainly accomplished this thanks to a groundbreaking online marketing campaign which hits its high notes on:

  • YouTube: Its online video is bordering on being a private publishing house to rival any TV network.
  • Twitter: Its 140 character content is playful, fun and easy to share.
  • User-generated content: A summary of Its user-generated content is difficult, but I could easily call it the best campaign I’ve seen.

I am going to look at each of these different aspects of Lego’s marketing in an effort to show you how to build your own brand similarly. My only regret will be not having covered everything: Contact me for a novel if that’s what you want.

YouTube and online video marketing

Let’s start with Lego’s YouTube marketing, as it is just ridiculously well done. Lego is a global brand without a single doubt, and it fully acknowledges this in its video marketing efforts. Would you like proof? Watch these two videos:

As you probably figured out, neither of those videos is in English. Lego creates videos and completely dubs them over in a wide variety of languages. The millions of people who speak these languages develop a deeper bond than any subtitled video could possibly create.

Lego does this for a wide variety of content, as well. Take a look at this screenshot of its uploaded videos, and you’ll get an idea of the many different series it features and updates regularly:


Lego has fully committed to creating online video for its fans, and it is paying off in the kind of brand loyalty that leads one to become the most powerful brand on earth.

This is not its only success in the online video world, and it is not its greatest. The most popular videos it currently creates and uploads directly feature its creations. It does this in two ways. The first is in its Lego Creator video series, where the people who actually design the Lego packs talk about what they’ve made:

It couldn’t be simpler or more direct in how it markets a product, but it works to the tune of hundreds of thousands of views every time Lego uploads one. This goes to show that if you get experts talking about your products, with a great setting and lots of energy, you can create product related videos on YouTube.

The second way they do this is with these completely silly Lego News videos:

This is episode No. 7, and it has received more than 600,000 views in one month. All it does is present Lego’s products in a fun way. It is, of course, a long commercial for its new race cars, but it is damn entertaining.

The flaw in Lego’s online video

There is one terrible flaw in Lego’s online video that I would highly recommend you not replicate: It does not do a proper video outro that links to other videos or a push to subscribe. The credits roll, and you’re left to choose whichever thing you’ll want to watch wherever you want, and you can completely forget to subscribe.

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