In the age of social media, the power of the consumer is on the rise. As a result, it has become inevitable for companies to create a consumer-focused social media strategy. LEGO has mastered this strategy, attracting and retaining customers around the world through valuable and shareable content. Lars Silberbauer-Andersen, Global Director of Social Media & Search at LEGO, commands the innovative toy company’s social media strategy. Under his leadership, LEGO successfully harnessed the power of effective story-telling communicated through multiple channels. For LEGO, it all begins with simple yet engaging conversations with their consumer base. They understand their audience and deliver customised communications, resulting in loyal and invested followers.
Lars Silberbauer-Andersen will describe how LEGO’s strategy succeeds in driving global brand initiatives, creating content aimed at customer interests rather than at making a sale.