It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
Content provided by David Millay. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by David Millay or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
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The Building Blocks of LEGO's Content & Fandom Strategy w/ James Gregson
Manage episode 329404345 series 3272603
Content provided by David Millay. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by David Millay or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
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.
—--
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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Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay
139 episodes
Share
Manage episode 329404345 series 3272603
Content provided by David Millay. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by David Millay or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
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.
—--
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
—--
For more on topics covered in this episode:
View LEGO Content on Twitter | Instagram | YouTube | LEGO Ideas
LEGO Collaborations: Target | Adidas All-Star
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Episode 105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn
Connect with James on Twitter and LinkedIn
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay
139 episodes
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Similar to Making the Fan
It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
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continue reading
Big tech is transforming every aspect of our world. But how, and at what cost? This season of Land of the Giants – The Disney Dilemma – focuses on Disney’s ability to weather the ups and downs of the business cycle and changing tastes and explores what has kept it successful for over 100 years. The entertainment giant has leveraged nostalgia and its intellectual property to build a beloved brand, but after an acquisition spree that included Marvel, Lucasfilm, and 20th Century Fox, can it sus ...
…
continue reading
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…
continue reading
News and insight from the business world. Download the podcast via the BBC Sounds app.
…
continue reading
Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
…
continue reading
Wharton faculty and industry leaders discuss their latest research, books, and relevant business topics. Hosted on Acast. See acast.com/privacy for more information.
…
continue reading
Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.
…
continue reading
The Partnership Economy explores the power of partnerships through candid conversations and stories with industry leaders. Our hosts, David A. Yovanno, CEO and Todd Crawford, Co-founder, of impact.com, unpack the future of partnerships as a lever for scale and an opportunity to put the consumer first.
…
continue reading
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