- The LEGO company’s lego brick has been awarded “Toy of the Century”, one of th

Question

- The LEGO company’s lego brick has been awarded “Toy of the Century”, one of the most elite titles awarded in the toy industry.

- Initially with the outbreak of social media, this company struggled to find a way of marketing their product through social medias.

- The social web was eventually utilized by the company to build relationships with customers, generate new product ideas by sharing proprietary information, and better understanding their customers.

- Through online interactions, the company has formed 6 distinct personas to categorize their consumers based on purchase and usage rates.

- These personas are:
1 - Lead users (people lego actively engages with on product design)
2 - 1:1 Community (people whose names and addresses they know)
3 - Connected Community (people who have bought lego and have also been to either a lego store or lego park)
4 - Active Households (people who bought lego in the past 12 months)
5 - Covered Households (people who have bought lego once)
6 - All Households (those who have never bought lego)

- According to the current chief innovation officer of the social media consultancy “ant’s eye view”, “The Lego group has never seen such tremendous success as they have in the past few years since they began utilizing their most valuable resource - their fans. Not only have they received more coverage on the internet, through cool lego pictures and fan-made viral videos, but have also turned feedback into new products”

Question:
Personas 1 through 3 are the personas that Lego spends the most social media marketing time and effort on. Is it likely that different personas will emerge for the Lego company over time? Please explain.
What factors may have influenced the Lego company’s target marketing decisions?
This case study overall implies that legos optimal target audience is young boys. Based on the principals of identifying target audiences, who do you think the company’s secondary optimal target audiences might be?
What social media marketing efforts might help the company reach those other audiences? How does identifying a target audience with personas help a company select the best social media platforms to focus its social media marketing efforts on?

Explanation / Answer

Part one:

Personas 1 through 3 are the personas that Lego spends the most social media marketing time and effort on. Is it likely that different personas will emerge for the Lego company over time? Please explain. Personas 1 through 3 are the personas that Lego spends the most social media marketing time and effort on. Is it likely that different personas will emerge for the Lego company over time? Please explain.
What factors may have influenced the Lego company’s target marketing decisions?

Persona one is the custoomers lego engages with. The criterion for engagement selection is not known, however, these would be a small set of user, albeit heavy users.

Persona two is a reachout mechanism for the company for remarketing and engagement. Having profile data doesn't relate to an engaged set of users.

Selection of the above two personas was done basis accesability of the customer.

Persona three is an invested set of customers who are inspired by the whole concept of Lego. So this is relevant audience set to engage with.

Eventually active households (persona 4) will be a relevant audience set to engage with as Legos all by themselves allow such imagination and creativity that for a good time post purchase, user will be engaged in the product which can then flow into brand.

Next part of the question:

This case study overall implies that legos optimal target audience is young boys. Based on the principals of identifying target audiences, who do you think the company’s secondary optimal target audiences might be?
What social media marketing efforts might help the company reach those other audiences? How does identifying a target audience with personas help a company select the best social media platforms to focus its social media marketing efforts on?

Given the nature of Lego where a user is highly engaged in using creativity to build something which he/she considers owning it; it can be positioned as a modern version of Zen hobbies. Example of Zen Hobbies are coloring books, mandalas, origami, board games, etc which are meditative in nature.

The next suboptimal target audience can be the age group of 25-40 Males and Females both who are slightly jaded by their work life and slow corporate careers and are looking at newer forms of meditation. This audience is digitally savvy and very on-the-go. Digital era also imposes certain social peer stress, constant distraction from notifications, and impulsive behavior.

Positioning: The new form of Zen. Build your own Lego art like you did it when you were young. #LegoGoals

Channels:

1. Targetting users searching for Zen hobbies and position Lego art as a Zen hobby via Search Ads

2. Targetting users browsing mental health related content on the internet with banner and video ads from Google

3. Advertising with LinkedIn to find a relevant audience

4. Starting a #LegoGoals and sharing the top pick of the week across Facebook, Instagram, and Twitter

5. Leveraging influencer marketing from Instagram and Twitter to draw in newer audiences. It can even be for an unrelated category such as fashion or food as long as followers age band is met.

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