The Building Blocks of LEGO's Content & Fandom Strategy w/ James Gregson Making the Fan

Similar to the passion fans have for Disney, young kids and adults alike have deep emotional connections with LEGO.  In this week’s episode, James Gregson, creative director for LEGO Group’s internal creative agency, breaks down the content strategies that elicits that fandom and helps “inspire the builders of tomorrow.”    

The conversation covers the product partnerships and user-generated content that LEGO utilizes to strengthen relationships and bring new fans into the ecosystem and the creative process James’ team employs to build campaigns.
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Show Notes
2:34    From Social Strategy to Full Content Strategy
5:37    Creating Impactful Content
8:20    Designing Content for Niche Audiences
10:07  Using Content to Attract New Fans
16:02  Defining Success in Campaigns
20:05  Campaigns with Unexpected Results
24:30  Encouraging Play within Adults
28:07  Crowdsourcing New Product Ideas
33:17  Creator and Influencer Partnerships
37:50  LEGO’s Brainstorming Process
45:18  Parting Advice
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For more on topics covered in this episode:
View LEGO Content on Twitter | Instagram | YouTube | LEGO Ideas
LEGO Fans’ Product Ideas 
LEGO Collaborations: Target | Adidas All-Star


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Episode 105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn 

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