Consumer-Created Content Is Vital For Lego

A senior marketer at Lego has revealed that Lego fans create more than 20 times more Lego-themed content online than the company itself. Lego's Senior Global Director of Social and Video, Lars Silberbauer Andersen, said that whilst the company has partnerships with brands such as Star Wars, “what's more important is the content that consumers produce”. He also spoke about the importance of social media for the brand, adding that Lego needed to engage with consumers in an effective way, explaining that “social media comes down to our social needs”. Recently, Lego was ranked as the most powerful brand in the world by the global consultancy firm Brand Finance, beating other brands such as Apple, Ferrari or Coca-Cola.