1. Lego’s Online Brilliance in website
interaction
Shabbir Fanaswala
128116191
20th march 2020
Digital Marketing MKM915
Professor Sriram Kadia
2. Lego’s First Branding
Approach in 2019
• Lego has captured the toy markets attention
through one of the most iconic campaigns “ Rebuild
the world”
• The revival of Lego is seen as the greatest
turnaround in corporate history , outrunning Ferrari
as the most powerful brand
• In 2003 it saw deteriorating performances and this
campaign revitalized the brand
• Sales were down 30% year-on-year and it was
$800m in debt
Campaign Of 2019 #Rebuildtheworld
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3. Lego’s success numbers
after the revival of
branding strategy .
• In 2015, family controlled Lego Group overtook Ferrari to
become the world’s most powerful brand.
• Boasting profits of £660m, number one toy company in
Europe and Asia, and number three in North America, where
sales topped $1bn for the first time.
• From 2008 to 2010 its profits quadrupled, outstripping
Apple’s.
• It has been called the Apple of toys: a profit-generating,
design-driven miracle built around premium, intuitive,
covetable hardware that fans can’t get enough of.
• Last year Lego sold 75bn bricks
• Lego people – “Minifigures” – the 4cm-tall yellow characters
with dotty eyes, permanent grins, hooks for hands and pegs
for legs – outnumber humans
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4. Brand Endorsements & Associations has allowed
immense earned media and built brand equity
• Google now uses Lego bricks to help its employees innovate.
• The British Toy Retailers Association voted Lego the toy of the century.
• .A book devoted to the subject, David Robertson’s Brick by Brick: How Lego Rewrote the Rules of Innovation,
has become a set business text. Sony, Adidas and Boeing are said to refer to it.
• It helps spread of positive word of mouth , gaining traction through earned media
• Its movie associations has raised concerns for DC and other comics since Lego movies are outperforming
Humanified heroes and consumers want more heroes in the shiny plastic brick form of LEGO
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5. Drivers of Lego’s
Success
• Internet & Digitization was critical for Legos success .
• Promotion of events , fans sharing their creations and adult Lego fan convention .
• They launched own crowdsourcing competition , originator’s winning idea would get 1% of net sales.
• Back to the classic Lego lines like city and space themed Lego structures.
• For grown ups Lego architecture replica of Burj Khalifa and Robie house .
• It tapped the girls market also by introducing mini doll and characters of Heartlake city
After an array of marketing
efforts , Lego’s managed to pull
back from draining revenues
and almost managed to pull 40
billion in revenues .
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6. Some Structures that built records in the Guiness
book of record using Lego Bricks.
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7. Web presence and engagement
Adults Zone : Where consumers can
purchase toys for their young ones
and themselves.
Unique product and branded
merchandise assortment
A wide range of games that
allows users to build virtual
lego structures and be
absorbed in the Lego
community .
Their presence of keeping
up to trend allows them to
uniquely offer Lego’s by
being relevant to the
ongoing trend
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8. Online market place : E- Commerce
Exclusive merchandise with
strong brand resonance
They have everything present at the
market placdue to which it is easier for
the consumers to interact with the brand
digitally .
You no longer need to visit a Lego
Store to pick your favourite
merchandise , it will be delivered
to your doorstep
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9. Lego App for kids
An App that allows them to track
what users like and be in constant
connect with them
Virtual trial and error allows
them to test the product on
the virtual platform then
invest in the right products
which dominate the market
The app not only allows users to
try their favourite toys but also
allows imparting knowledge
about the do’s and don’t’s of a
lego brick
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10. Lego Games Online Interaction
Lego has integrated an online game module built on their website to allow users to
play their favourite Lego games , specially for kids and as well for grown ups
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