Senior global director shares how its brand strategy needs to reflect its heritage and engagement values Lego is a brand synonymous with play. Indeed, its name is derived from the Danish words for ‘play well’ – leg godt.

So it is perhaps not surprising to hear senior global director at Lego Group, Lars Silberbauer, uses similar language when referring to his own job. “We want to be always testing out whatever new creative tools that Instagram or the others are coming up with,” he tells CMO.

“We want to learn from it, we want to try it out, we want to play around with it like we were kids who just got new toys.” Silberbauer manages initiatives for Lego Group across all third-party social media platforms, in a role he has built up from scratch since joining seven years ago. Back then, the group did not even have a Facebook page.

Now it is represented across most social media channels, reaching 50 million consumers each month, while Silberbauer manages a team from his office in London which stretches from Shanghai and Singapore to the east coast of the US. The key channel for Lego is YouTube, where it reaches more than 30 million unique users monthly, with over 5 million subscribers.

Silberbauer highlights Lego’s designer videos as a key example of its success on this channel. The designer video for its Star Wars Millennium Falcon model released last year gathered more than 250,000 views, while another for its Downtown Diner model clocked more than half a million. Read more from cmo.com.au…

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