Smart

Strategic
Communications
LEGO
By: Ava Salmon
Background On Legos
Legos is a brand that has been around since 1932. They began at a
small carpenter’s workshop making wooden toys. They then created
their stable brick piece, and it has been their symbol ever since.
Lego's goal is to “inspire and develop the builders of tomorrow’. They
want to allow their consumers to learn and put their creativity and
imagination to the test. Inspiring builders of tomorrow is one of the
biggest parts of their mission statement. They allow children access
to all sorts of building pieces, leaving it up to them to choose what
they want to do based on their imagination. The Lego company mostly
markets to younger generations as their target audience is children
beginning at ages 4. Lego's vision statement is “a global force for
learning-through-play”. They are allowing children to learn while also
being a sustainable company. Lego has a campaign that was
rereleased in 2021 called Rebuild the World. With this campaign they
have stated they are “finding creative solutions, and building
confidence, again and again (and again)... through creative
collaboration!”. They are showing how important it is to work together
to solve problems and accomplish something. They have created this
brand for themselves and they stick to their mission with whatever
they may be doing.

What is PESO?
PESO is paid, earned, shared and owned media. To help gain an understanding of what PESO really means, here is a
summary of each aspect of it. Paid media is what evolves into a catalyst to inform people and get their attention.
These can be sponsored posts or advertisements that are displayed throughout facebook, instagram, tiktok, and
other social media platforms. Shared media is the messages that a company uses to keep their customers engaged
with the brand. An example of this could be social media such as twitter and facebook and the comments users
leave to stay engaged. Earned media is what comes from the brand's behavior, and the publicity it gains for itself.
These are the relations that the company has with media, bloggers, investors, influencers, etc. Owned Media is the
content that the brand creates on their own with the purpose of connecting with their audience. Some examples of
this are campaign videos, employee stories and customer stories. This is what really helps people connect to the
company as it is coming directly from the company.
It is important for companies to have all aspects of PESO if they want to reach their full potential. It helps brands to
reach full potential in their goals they have for their campaigns. PESO helps to keep brands organized in their
marketing strategies they are gonna use throughout their campaign.
 PESO in Lego
PAID
LEGOS pays to have their video campaigns displayed on platforms
globally. The new “Rebuild the World” video campaign will be
displayed on TV channels worldwide. They are a part of the Kirkbi
A/S which is owned by the Kirk Kristiansen Family’s private
holding investment company. They are helping LEGO to keep
growing their company over the generations. Because of Kirkbi
A/S LEGO has “spent under $100 million on advertising in digital,
print, and national TV in the last year.” The video campaign will
also be on other channels such as digital, spotify and e-
commerce channels. Not only will this advertisement be
displayed to over 20 countries through these channels but it will
also be displayed in legos stores all over.

EARNED
After launching the “Rebuild The World” video campaign there
were many blogs that began to talk about it. Multiple video
blog sites broke down the video and analyzed it in recent
articles. Video blogs such as bricksow.com,
ramblingbrick.com and brickfanz.com were all quick to jump
on the video and the meaning behind it. Most of the Earned
media that was gained through this campaign was on blogs. A
lot of bloggers wanted to break down the meaning of the
campaign on their blogs. Legos has also gained partnerships
with other companies over their years of being around. In 2014
Legos partnered with WWF which is a climate saving program.
After they have had all of this success, they have had the
opportunity to partner with brands like IKEA and adidas.
SHARED
Legos is active on social media platforms including facebook, twitter,
instagram, and youtube. They use these platforms to interact with their
customers and make them feel like they are connected to the brand. When
launching the “Rebuild the World” campaign they used twitter to try and
interact with their audience. They created a #RebuildTheWorld to interact with
their consumers.They are active on twitter posting at least once a day. They
also use their youtube channel with over 7 million subscribers, as a way to
interact with their audience. Along with being active on twitter and youtube
they keep up with their instagram page as well. Posting everything from
stories to photos, they are sure to keep the content constant. Legos is also
very big on using their website to share their messages. On their website
they share their own missions but also share other missions that they
support. They have sections tagged at the bottom of their pages that people
can press on to learn more about things that Legos supports as a company.
Some specifics they have are for a dog in need and sustainability.

OWNED
Legos created a one minute 25 second campaign movie to begin their campaign for
their 2021 Rebuild the World. The advertisement showed a knight who is trying to
meet up with his friend who happens to be across the river. The entire town steps
up to help him reunite with his friend. They build a bridge and get him to his friend,
showing what can be done with legos when children are to play with them. They can
learn to problem solve and ultimately become the builders of the world. The
advertisement also shows all different collections that legos has come out with
over the years, which gives customers more information about the company. The
advertisement is posted on their website at the bottom of the “Rebuild the World”
section. Legos uses their video advertisements to connect with the customers and
give a meaningful message from the company. Another form of owned media that
legos has a lot of are stories from their customers. At the bottom of their “Rebuild
The World” page they have links to stories on their customers. They share stories
like “Sammie’s on a mission to make the world a better place - and she's not
stopping anytime soon” and “Meet the musical girl helping to spread joy in her
hometown”. By sharing these personal customer stories they are allowing others to
find a connection to these people. It is helping Legos to create a voice and share
their mission in a way other than just straight up stating it.
 How Legos achieves
their goals through
communications
Legos has been very smart about using communications to achieve all of their goals. They want to allow
children to learn as they play. The main goal of legos is to “inspire and develop the builders of tomorrow
through the power of play” and within this goal they have goals for their specific campaigns. Chief product and
Marketing officer Julia Goldwin says “We remain in awe of the creativity, optimism and resilience that children
show every day – and how, through play, they can develop the essential life skills not only to imagine, but to
create, a brighter future. The Rebuild the World campaign is a celebration of this and provides a showcase for
the inspiration that we can all get from coming together and collaborating creatively to overcome challenges”.
The “Rebuild The World” campaign is really made to give children room to grow their creativity and imagination
in a fun way that also allows them to learn.

The biggest way they communicate this goal is through the “Rebuild The World” video campaign. The entire
video campaign is centered around sharing this goal in small aspects. The mini-story that the video shows has
these life lessons weaved into it. It revolves around a knight who keeps facing a dilemma while trying to cross a
river to see his friend. The entire town then comes together to find a way to get him to his friend. This shows the
importance of persistence when obstacles are presented, and the benefits of teamwork. The video also “helps
children develop life-long skills such as creative problem solving, communication and resilience that many
parents see as being key to helping their child be successful in the future”. The message that their campaign
communicates to the audience makes them more likely to want to purchase the product. Parents want their
children to play with something that is ultimately going to allow them to grow their imagination and learn while
enjoying themsleves. Legos ultimately wants to help their users shape their future and the messages their video
campaign gives is showing how they can do that.

PR and Advertising
Advertising and Public Relations are two different concepts that tend to get blended together. Both of
them are very important in product promotion, but in different ways. Advertising is the paid media that a
company does and Public Relations is the earned media that they gain.
Legos video campaign advertisements are their biggest form of advertising.They use these videos to give
off positive, influential messages which leads to the public relations that they get. When other people
see the message they are sending they are going to want to talk and work with Legos, creating these
Public Relations.
What others can learn from Lego

There can be a lot to learn from a company as big as Legos. One of the most
important things other companies can take from them is the importance of
having meaningful, long lasting campaigns. The “Rebuild The World”
campaign has been around since 2019 and has been relaunched since. The
campaign has a meaningful message behind it which keeps their customers
happy and wanting to come back to the company. They are a reliable
company that is true to their mission statement.
Another big lesson that one may take from Legos is the way they connect
with their customers. They have personal customer stories on their website,
showing how much they care about their customers.
Legos also does a great job at getting involved in other things going on in the
world. They support many different foundations and are sure to share what
they are passionate about on their website. Some specific things they are
giving support and voice to on their website are Brick-to-Brick, Build The
Change, and #BuildWithEkow. Customers like to see the companies they buy
from supporting other things going on in the world, especially if it aligns with
their values.
Legos is a huge company with a huge variety of products. They don’t just
care about selling these products, but they care about sending a message
with them. That is something that every company should take into account
when trying to build sales.

Sources
https://www.comparably.com/companies/lego-group/mission
https://mission-statement.com/lego/#LEGO_Mission_Statement
https://www.lego.com/en-us/rebuild-the-world
https://www.kirkbi.com/about/
https://advertisers.mediaradar.com/lego-advertising-profile
https://www.thedrum.com/news/2021/09/20/ad-the-day-lego-lays-creative-foundations-help-
rebuild-the-world
https://www.lego.com/en-us/sustainability/environment/wwf-partnership/
https://www.lego.com/en-id/aboutus/news/2021/november/build-to-give/