LEGO: Social Media Marketing Plan By: Natalie, Taylor, & Chloe Table of Part 1: Executive Summary Part 2: Social Media Audit Contents Part 3: Social Media Plan Part 1: Executive Summary Brief Company Background

❏ is a line of plastic construction toys manufactured by ❏ 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 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 ● Instagram ○ 10.7 million likes ○ 789K followers

● Twitter ● Pinterest ○ 307K followers ○ 21,093 followers Post #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate Facebook 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 Cons

❏ All of their posts involve either ❏ Insufficient customer service pictures or video content ❏ Lack of customer interaction ❏ Relevant posts ❏ Low engagement rate ❏ Popular culture / holidays ❏ More likes than any other platform Post #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate Twitter 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 Photo GIF Photo Video Video 0.39% Type Series Twitter

Pros Cons

❏ High engagement rate ❏ Platform isn’t engaging ❏ Most tweets include either video ❏ Not many daily fan interactions or picture content or conversations ❏ Platform used to promote new ❏ They do not retweet or follow movies and products enough people ❏ Have many Twitter accounts ❏ Subsidiaries ❏ Expand audience Post #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate Instagram 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 Cons

❏ High engagement rate ❏ No customer interaction or ❏ Exclusively video, picture, and engagement GIF content ❏ Infrequent postings ❏ Platform that appeals to artsy, photography-enthused people ❏ Ability to use hashtags Post #1 Post #2 Post #3 Post #4 Post #5 Average Engagement Rate Pinterest 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, Photo Photo Photo, Video 0.017% Building DIY Instructions instructions Pinterest

Pros Cons

❏ Every post is an image or video, ❏ Not a big following usually linking to a website ❏ Pinterest is a very “nichey” (more engagement) website, frequently used for ❏ Pinterest is a platform targeted wedding planning and recipes towards women (that means moms!) ❏ Does Lego want to take the time ❏ Everything is accessible and for another social media ready to be saved in one click platform? Or focus on the more popular ones?

Lego has a prominent presence on all social media sites.

● They use photos and videos to communicate on all platforms Social Media ● Relatively large audience Audit But... ● They need to engage and Summary interact with their followers more often Part 3: Social Media Plan 93.4 Rated #1 Brand in the world according 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 Psychographics

Current Target Audience ❏ Hobbies: painting, biking, gardening, cooking, shopping, and DIY projects. Demographics ❏ Interests: Reading parenting magazines, taking their kids to ❏ Age: 24-44 years old (82.7%) the park/playdates, watching their ❏ Gender: Women kids play sports. ❏ Marital Status: Now married ❏ Attitudes: They feel that ❏ Children: < 6 years are great/exceptional toys for ❏ Annual HHI: $75K - $150K their kids to create and express ❏ Education: Graduated college themselves. ❏ Occupation: Sales/office jobs ❏ Beliefs: They are the purchaser, ❏ Geography: Midwest region who are influenced by their child ❏ Race: Caucasian (86.6%), to buy the product. When it comes Hispanics, and African Americans 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

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

New Target ● broaden our target demographic (males and Audience 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 ❏ 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 “” 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

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