Final Report

LEGO Final Research Report
Cassidy Connelly
JMC 436 Public Relations Research
Walter Cronkite School of Journalism and Mass Communication
Arizona State University
Dec. 7, 2023
Table of Contents
Executive Summary.................................................................................................................2
Client Backgrounder................................................................................................................3
Communications Audit............................................................................................................8
Qualitative Report.................................................................................................................20
Survey Report........................................................................................................................24
Memo 5.................................................................................................................................30
Evaluation Report..................................................................................................................34
Recommendations.................................................................................................................38
Conclusion.............................................................................................................................40
References.............................................................................................................................41
Appendix A: Interview Questions...........................................................................................43
Appendix B: Interview Transcript...........................................................................................44
Appendix C: Survey................................................................................................................48
Appendix D: Memos..............................................................................................................55
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Executive Summary
This comprehensive report encapsulates the findings and recommendations derived from a
semester long analysis of LEGO's market dynamics and consumer perceptions. The research
encompasses critical aspects: an exploration of LEGO's history and cultural significance,
analysis of LEGO’s social media communications, consumer sentiments about adult LEGO
usage through an interview, and a survey assessing the effectiveness of LEGO's social media
marketing among adults. The team had three objectives to drive the research: understand what
affects adult customers' decisions when they buy LEGO products, examine the effectiveness of
LEGO's current social media marketing strategy among adults, and examine how LEGO's
product prices relate to the preferences and behaviors of adult customers. The problem definition
developed by the team is: “The LEGO Group aims to expand beyond its primary focus on
children and boys by understanding what influences adult customers' decisions to purchase
LEGO products. Additionally, the company seeks to assess the effectiveness of its social media
marketing strategy among adults and analyze the relationship between product prices and adult
customer preferences.”
The report begins with an in-depth backgrounder that discusses LEGO's history, target audience,
and market positioning. This foundation lays the groundwork for the team’s analyses, providing
an understanding of LEGO's brand evolution and its connection to consumer experiences. Next,
a detailed communications audit examines LEGO's performance across social media platforms,
with a focus on quantitative and qualitative data. The audit highlights LEGO's dominant presence
compared to competitors. This analysis serves as a baseline for evaluating the efficacy of
LEGO's current communication strategies. Following the audit, qualitative insights were
garnered through an interview, revealing consumer sentiments, nostalgic connections, and
perceptions of LEGO in pop culture. A concurrent survey, though acknowledging limitations,
provides valuable quantitative data, highlighting areas such as pricing concerns, exposure to
marketing content, and factors influencing adult purchase decisions. In addition to the reports, an
examination of LEGO's social media presence was conducted for 10 weeks, analyzing audience
engagement. This real-time tracking adds a dynamic layer to the cumulative analysis, offering
insights into the evolving landscape of LEGO's digital communication strategies.
Lastly, the report presents strategic recommendations for LEGO's future endeavors. These
recommendations span diverse areas within communications, including product diversification,
pricing transparency, enhanced social media engagement, and the introduction of a nostalgia
campaign to deepen consumer connections.
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Client Backgrounder
LEGO
6600 Sunset Blvd Suite 400
Los Angeles, CA 90028
United States
Phone: +1 800 838 9647
Website: https://www.lego.com/en-us
Communication Channels
Instagram: @lego | https://www.instagram.com/lego
Facebook: @lego | https://www.facebook.com/LEGO
Twitter: @lego_group | https://twitter.com/LEGO_Group
YouTube: @lego | https://www.youtube.com/user/LEGO
Pinterest: @lego | https://www.pinterest.com/LEGO/
LinkedIn: @lego-group | https://www.linkedin.com/company/lego-group
TikTok: @lego | https://www.tiktok.com/@lego?lang=en
Management Team Members

Niels B. Christiansen | Chief Executive Officer
Atul Bhardwaj | Chief Digital & Technology Officer
Carsten Rasmussen | Chief Operations Officer
Colette Burke | Chief Commercial Officer
Jesper Andersen | Chief Financial Officer
Julia Goldin | Chief Product & Marketing Officer
Loren I. Shuster | Chief People Officer & Head of Corporate Affairs
Company Mission
The LEGO brand mission is to “inspire and develop the builders of tomorrow” (About Us,
2023).
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Company History
In 1932, The LEGO Group was founded by Ole Kirk Kristiansen, a Danish Carpenter
(LEGO History, 2023). He originally named LEGO “Billund Maskinsnedkeri”, which stood for
Billund woodworking factory since the company originated in Denmark. After creating a
competition among his employees, he came up with the name LEG GODT, meaning play well,
which later became the LEGO name. In Latin, LEGO means “I assemble.” Kristiansen began
manufacturing furniture, buildings and toys, but in late 1935, his focus shifted to strictly toy
production. Trains were one of Kristiansen’s first creations. At the beginning, the trains were
created using wood. In 1964, LEGO began using plastic blocks for the toy trains.
LEGO’s sales originally increased during times of crisis, due to the demand for toys and
desire for an escape. Around 1950, LEGO began to create more toys using plastic bricks. The
company now has over 18,000 employees worldwide. From then, LEGO has become an iconic
toy haven, creating new and more complex toy sets as through the years.
Products and Services

LEGO’s products and services revolve around creativity, education, and entertainment.
The most well-known LEGO products are their brick sets and construction toys. LEGO
manufactures sets of plastic bricks that are assembled into toys. These construction toys range
from buildings, structures, vehicles and more. LEGO also has partnered with companies like
Disney, Warner Brothers, Nintendo, and Marvel to bring pieces of these beloved movies or
characters into consumers’ homes. However, LEGO toys do not need to be based off an existing
theme. These sets range from below $25 to $800 depending on size (LEGO Sets Price Range,
2023). LEGO also sells minifigures that can be collected by consumers. These minifigures
usually come in small packs and can represent characters from popular franchises like Harry
Potter, Super Mario Bros, or Minecraft. LEGO has also produced board games and video games
based on their various themes. The video game prices range from $15 to $60 and are available on
various gaming consoles. LEGO creates educational products for younger children. The goal of
LEGO Education is to lead the way in innovative, hands-on learning and inspire students to be
the change makers of tomorrow (LEGO Education, 2023). These include sets and curriculum
materials for schools and educators, focusing on subjects related to STEM. In addition to LEGO
Education, the company offers LEGO Ideas, a place where customers can submit their own
creations and enter challenges. This service was designed for fans who see themselves as a
LEGO master builder and to promote their creativity and talent (LEGO Ideas, 2023). LEGO
offers online services where customers can enroll in their VIP insider program, access building
instructions and shop. According to Reuters, LEGO has 832 stores located around the world,
which is an increase in comparison to past years (Jacobsen & Gronholt-Pedersen, 2022). LEGO
also has 10 LEGOLAND parks around the world. These parks are in California, Florida, New
York, Malaysia, Dubai, Windsor, Japan, Korea, Billund and Germany (LEGOLAND Locations,
2023). The tickets for the California theme park start from $84 per person before taxes and fees.
Lastly, the LEGO Foundation is the company’s philanthropy that supports promoting learning
through play. The company aims to make learning through play a priority for every child. The
company has set its sights on reaching 75 million children a year by 2032 (The LEGO
Foundation, 2023).
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Financial Summary
The LEGO Group is a private company based in Denmark. The group is owned by Kjeld
Kirk Kristiansen, the grandson of the LEGO founder. As of July 2023, LEGO’s sales were
recorded at $9,027,953,550 (Mergent Intellect, 2023). The LEGO Group is owned by KIRKBI
A/S (75%) and the LEGO Foundation (25%). KIRKBI is the Kristiansen’s investment company.
(Ownership, 2023)
Full Business Model

LEGO has multiple sources of generating revenue. In 2022, the LEGO Group reported
strong financial gains (2022 Annual Report, 2023). The primary source of generating revenue is
their construction toy sets and products, which are the most popular products the company
produces. This includes minifigures, digital games and brand merchandise. Another stream of
LEGO’s earnings is revenue from royalty and license agreements (Annual Report, 2021). In
2022, LEGO’s main streams of revenue were driven by strong demand for the company’s
portfolio, retailer partnerships both online and in-store, e-commerce platforms and a resilient
global supply chain network (2022 Annual Report, 2023). LEGO has partnered with IKEA,
Adidas, and Levi’s to create products related to the brands. LEGO also partnered with Epic
Games to promote digital and physical play in new ways. In 2022, LEGO’s revenue grew 17%
and the new product portfolio grew 48%. (2022 Annual Report, 2023)
While LEGO generates the most revenue from the sources mentioned above, the
company does make a profit from the theme parks and various services such as The LEGO
Foundation, LEGO Education and LEGO Ideas.
Industry Overview
The global toy industry consists of many different brands and is known to be highly
competitive. As of 2022, the leaders within this industry are LEGO, Bandai Namco, Mattel, and
Hasbro (Revenue of major toy companies, 2023). LEGO’s global market share grew
exponentially, significantly outpacing the toy market despite challenges. In 2021, the toy
industry contributed over 100 billion U.S. dollars to the total economic impact in the United
States. The average amount of money a United States household spends on the toy industry is
roughly $199 (Revenue of major toy companies, 2023). According to The Toy Association,
Americas trade association for the US toy industry, three billion toys are sold annually in the US
(The Economic Impact of the Toy Industry, 2023). The toy industry is quite prevalent in
American consumer’s lives, shaping childhood memories, influencing trends, and playing a
substantial role in both entertainment and education.
Consumer Analysis
The LEGO Group’s success lies in its ability to cater to a wide range of customers while
staying faithful to its core values of creativity, imagination, fun, quality, and learning. The
company’s diverse portfolio of products, licensing agreements and partnerships, and commitment
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to innovation have helped it maintain a strong presence in the toy industry. This information is
based of analytics from LEGO’s website.
LEGO’s audience mainly resides in America (37.85%) or the United Kingdom (8.32%)
(Geography, 2023). Historically, LEGO has been marketed towards boys. Recently, the CEO
expressed his desire to introduce more women into the world of LEGO (The Associated Press,
2023). About 60% of customers are male while women are 40% of the company’s audience.
LEGO’s core demographic is children, specifically those that fall in the range of 18 months to 13
years old. However, adults and parents are important demographics when analyzing LEGO’s
consumers. Parents and adults are usually purchasing LEGOs for children, making them the most
important audience.
Competitor Profile
LEGO’s main competitor is a Japan-based toy company called Bandai Namco. The
company reported that at the end of its fiscal year in 2022, Bandai Namco generated around 7.5
billion U.S. dollars, putting the Japanese company in second place behind LEGO (Worldwide
revenue of major toy companies in 2022, 2023). Due to the companies being very close in
rankings, this makes Bandai Namco the main competitor.
LEGO and Bandai Namco exhibit disparities in their respective profiles, yet they share
several noteworthy similarities. Both the companies’ values and missions are similar, as Bandai
Namco’s vision is to share dreams, fun and inspiration with people around the world (Our Vision,
2023). Bandai Namco’s products are primarily video games. The company manufactures toys
and brand merchandise, which is similar to LEGO. Both companies have a vast portfolio, large
global impact, and a long history in creating entertainment products. Bandai Namco can be
recognized through the games it produces such as the beloved Pac-Man and Galaga (Press
Center, 2023). The company also publishes popular anime video games such as Dragon Ball and
Naruto. This is where LEGO and Bandai Namco begin to differ. LEGO offers various video
games, but not specific anime digital games. Another difference is LEGO prioritizes education
while Bandai Namco focuses on creating products for the gaming community. Bandai Namco
operates as a publicly owned corporation, differing from LEGO's private ownership. Lastly, the
two companies have different geographical origins with LEGO in Denmark and Bandai Namco
in Japan.
Problem Definition
The LEGO Group aims to expand beyond its primary focus on children and boys by
understanding what influences adult customers' decisions to purchase LEGO products.
Additionally, the company seeks to assess the effectiveness of its social media marketing strategy
among adults and analyze the relationship between product prices and adult customer
preferences.
Research Objectives
1. Understand what affects adult customers' decisions when they buy LEGO products.
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2. Examine the effectiveness of LEGO's current social media marketing strategy among
adults.
3. Examine how LEGO's product prices relate to the preferences and behaviors of adult
customers.
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Communications Audit
Introduction
This communications audit analyzes LEGO’s social media presence and strategies. This audit
also compares LEGO’s social media strategies to Bandai Namco Entertainment. The purpose of
this research is to study LEGO's social media and to assess the effectiveness of its digital
marketing efforts, resulting in engagement. The team analyzed comparisons and similarities of
LEGO and Bandai Namco’s Instagram and TikTok accounts. This research is meant to answer
the following questions:
1. How effective is the use of influencers, celebrities, or collaboration posts in LEGO’s

strategy?
2. Are LEGO’s highest performing posts related to a theme?
3. What is the sentiment expressed toward LEGO in traditional media?
Methodology
The research used in this audit was observed from September 1 – 30, 2023. The data was
collected through various research platforms such as Social Blade, Rival IQ, and Muck Rack.
Volume, content, and metrics were studied for this audit. LEGO and Bandai Namco’s TikTok and
Instagram posts were analyzed from these platforms because they have a large presence of young
adults, which correlates to the teams overall research objectives.
The analyzed posts include:

- LEGO
o 26 Static Instagram Posts
o 40 Instagram Reels
o 14 TikTok Posts
- Bandai Namco
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o 69 Instagram Posts
o 3 TikTok Posts
During this research period, the team discovered that LEGO posts very frequently to these social
media platforms, with over 50 posts on Instagram. LEGO’s TikTok was just recently created but
already posts consistently.
Traditional media was analyzed using Muck Rack by searching articles in English published
between September 1 – 30, 2023. LEGO was mentioned in 78,620 articles within the period.
Social media is LEGO’s main source of publicity for the company.
Social Media Analysis – LEGO
Instagram: @lego
LEGO posted a total of 66 times on its Instagram account throughout the designated analysis
period. On this platform, the company has 9,511,103 followers and follows 699 accounts, which
decreased by one that month, according to Social Blade. The average amount of likes LEGO gets
per post on this account is 40,174 and 174 average comments from users. The company had a
0.51% engagement rate on this account while the benchmark average for the retail industry is
1.25%, according to Rival IQ’s 2023 Benchmark Report. This means that LEGO’s engagement
rate is below average.
LEGO’s Instagram bio features a link to its “Threads” account, a new social media platform by
Meta, and says “Play is our superpower – and yours too Head to lego.com/SuperpowerOfPlay to
take on your Play Mission! #SuperpowerOfPlay.” LEGO includes a link to the URL mentioned
above in the designated link spot on Instagram.
LEGO has three pinned reels so users can easily access the content without having to scroll
through the feed. Two of these pinned posts feature information about the company’s new braille
bricks for those with visual impairments, and a trailer about LEGO’s #SuperpowerOfPlay with
celebrity, Jane Lynch. The other pinned reel features Ed Sheeran working at a LEGO store and
acting as a brick specialist.
Key Finding #1
The highest performing post was related

to LEGO’s Star Wars sets.
The highest performing post during the

designated period was an animated reel
promoting LEGO’s newest Star Wars set, a
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Republic Attack Cruiser (see Figure 1). This toy is a part of the LEGO Ultimate Collector Series.
This post received 206,481 likes which is 175,190 more than the company’s average number of
likes. The number of likes is five times more than the average.
While this is not the only post relating to LEGO’s Star Wars sets, this was the highest performing
post relating to the theme, which is notable. It is important to note that LEGO’s Star Wars
content did not consistently outperform other
Figure 1: Post featuring a new LEGO Star War's set.
content. The other Star Wars content received
average engagement. This is likely the highest performing post because it is announcing that this
set was finally able to be purchased.
Key Finding #2
Imagery that showcases behind-the-scenes glimpses of LEGO, such as stop-motion

animations of the design process, does not generate much engagement with the
audience.
LEGO shares content a few times a

month featuring real-world elements
on its Instagram, and these posts tend
to underperform in terms of
engagement (see Figure 2). This
underperformance might be due to
several factors. First, LEGO's core
appeal lies in the imaginative and
creative world it offers, primarily
within the bounds of its iconic bricks
and themes. Real-world elements may
not align as closely with the brand's
fantasy-driven narrative, potentially
making this a less successful strategy
with its audience.
Figure 2: Reel featuring a creator showing the design process of her LEGO set.
Additionally, LEGO's audience on Instagram may be more accustomed to and interested in

content that showcases intricate, iconic builds, and promotes new products. These elements tend
to generate higher levels of engagement as they tap into the passionate and creative fan base that
LEGO has cultivated over the years.
TikTok: @lego
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LEGO’s TikTok account has 240,500 followers and has accumulated 76,900 likes. During the
time period, LEGO received 893,097 views. The LEGO TikTok account was only created at the
beginning of the month, allowing room to grow on the platform. LEGO posted 14 times within
the designated research period of September 1 – 30. LEGO posts 3.5 videos a week. In the 14
posts, LEGO received an average of 5,494 likes. According to Rival IQ, LEGO receives 5,735.71
engagement per video and has an engagement rate of 2.52%.
Key Finding #1
LEGO does not use trending sounds in its content.
LEGO uses original sound

on every single post, which
means the company is not
using trendy audio elements
(see Figure 3). This is
because using a song could
violate copyright laws.
However, trending sounds
are key to successful content
on TikTok. LEGO may
believe that its visual
content, such as stop-motion
animations or creative
builds, is strong enough to
engage the audience without
the need for trendy audio
Figure 3: Stop-motion animation LEGO flower showing the use of original audio.
elements.
The company may still use original audio elements and sound effects that align with the brand
and the specific themes of its videos. Ultimately, LEGO's choice not to use trending sounds
reflects a content strategy aimed at maintaining a distinct and consistent brand presence on
TikTok. Due to account’s infancy and a lack of posts that use trending audio for comparison, we
are unable to determine whether this strategy is effective for LEGO.
Key Finding #2
Engagement rates are

higher on a collaboration
post.
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LEGO collaborated with It’s Nice That, a company with a goal to inspire creativity, to bring the
LEGO Piece Garden to London (see Figure 4). This TikTok shows customers in London coming
into the temporary exhibit to build LEGOs for free. The post generated 52,100 likes, over 10,000
shares, and half a million views. This exhibit aimed to provide an engaging and interactive
experience for both LEGO enthusiasts and the public. This was the only collaboration post in the
analyzed period, making it stand out.
Traditional Media Analysis – LEGO
LEGO was mentioned in 78,620 articles between September 1 – 30, 2023, according to a
coverage report generated by Muck Rack. Of
these articles, 47,106 of them were positive
(59.9%), 15,408 were neutral (19.6%), and
Figure 4: TikTok video of LEGO and It's Nice That exhibit in London.
12,893 were negative (16.4%). Over 3,000 articles had an unknown sentiment (see Figure 5).
Key Finding #1
Coverage from outlets were
positive towards LEGO.
Over half of the articles in the

designated analysis period were
positive for the brand. Brick
Fanatics, a website dedicated to all Figure 5: Sentiment for LEGO articles generated by Muck Rack
things LEGO, was the media outlet
with the most articles about LEGO.
The articles typically were
promoting new products or
showcasing how LEGO is taking
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efforts to be more sustainable. One specific article from USA Today covers how LEGO is
searching for a new material to build its products out of to help make the company reach its goal
of reduced CO2 emissions by 2032 (see Figure 6).
Social Media Analysis – Bandai Namco
The research team analyzed Bandai Namco’s Instagram and TikTok.
Instagram: @bandainamcous
As of Sept. 30, 2023, Bandai Namco has 1,354,198 followers. It has posted a total of 7,634 posts
on the platform and is following 42 accounts. Bandai Namco posted 69 times, averaging 16.3
posts per week and 2.43 posts a day. In comparison, LEGO posted 66 times and averages 2.21
posts a day. Of these posts, many of them were photos, followed by reels and carousels. The
account had a 0.23% increase in followers over the designated analysis period. The average
engagement rate for Bandai Namco’s Instagram is 0.35%, which is lower than the benchmark
average of 0.47%, and LEGO’s engagement rate of 0.51%.
Key Finding #1
Bandai Namco received the most engagement on reels.
Bandai Namco’s highest

performing posts in terms
of engagement were reels.
This is interesting since
reels are the not the most
common post type for the
brand. However,
according to Rival IQ,
reels are the most
common post type for the
industry landscape. Figure
7 shows the trailer for a
Figure 7: Trailer for a newly released game, Armored Core
game, Armored Core.
The reel that had the most engagement was a promotion for Armored Core VI Fires Of Rubicon,
an action based game. The reel received 60,577 likes and 424 comments which is higher than
average but lower than LEGO’s top performing post.
Key Finding #2
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The content mix includes a balance of promotional posts and visually stunning
animated imagery.
Bandai Namco has a vast array of content on its Instagram. First, promotional posts focus on
announcing and promoting new
game releases, updates, or
expansions. They may include
teaser trailers, gameplay snippets,
or visually striking promotional
art. These posts aim to generate
excitement and anticipation
among the company’s followers.
Figure 8 shows a promotional
post inviting followers to register
for a TEKKEN 8 Closed Beta
Test.
Figure 8: Bandai Namco promotional post for an October Event
To complement promotional posts, Bandai Namco utilizes visually captivating and animated
content. These include eye-
catching graphics or short
animations related to the games.
These visual elements serve as
attention-grabbers. The aesthetic
appeal and dynamic nature are
designed to draw fans into the
content. This is particularly
important in a visually driven
platform like Instagram. Figure 9
shows a visually captivating
graphic.
Figure 9: Animated post highlighting the 2nd anniversary of Tales of Arise
TikTok: @bandainamcous
As of Sept. 30, 2023, Bandai Namco’s TikTok has 202 followers is following 12 accounts.
During the designated analysis period, the account posted three times, which is a 70% decrease
from August, according to Rival IQ. Average posts per day are not available on Social Blade or
Rival IQ, however the company averages 1 post per week. The company’s TikTok has an
engagement rate of 7.92%. Bandai Namco also totaled 1,054 views during this period, while
LEGO total views were 893,097.
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Key Finding #1
Bandai Namco does not post consistently.
The company, as stated above, only posted three times in the month of September and 9 times in
August. Due to this inconsistency, it makes it difficult for its audience to anticipate and engage
with the content regularly since consistent posting on TikTok is essential for building and
maintaining an audience. TikTok's algorithm tends to favor accounts that consistently post
engaging content, leading to Bandai Namco's visibility being affected on the platform.
Figure 10: Screenshot of all Bandai Namco's TikTok posts.
Key Finding #2
A TikTok featuring an influencer generated the most views.
Bandai Namco recently filmed a

video with influencer and
comedian, Trevor Wallace. This
post is a promotional video for
Armored Core VI. Wallace is seen
playing the game and talking about
it with a Bandai Namco employee.
The video generated 18 likes, 1
save, and 528 views, more than any
other video on the platform. The
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Figure 11: Trevor Wallace playing Armored Core VI
fact that Wallace played the game himself while engaging in a conversation about it added an
element of authenticity to the content. His genuine interest and reactions could be appealing to
both his fans and gaming enthusiasts. The higher view count showcases the effectiveness of this
influencer collaboration in terms of reach and visibility.
Traditional Media Analysis – Bandai Namco
Bandai Namco was mentioned in 5,194 articles during the designated analysis period. According
to a search generated by Muck Rack, 3,249 articles were positive (62.4%), 1,053 were neutral
(20.2%), and 786 were negative (15.1%).
Key Finding #1
A significant number of articles talking about Bandai Namco also discuss a game
titled Sand Land.
Over half the articles were positive for Bandai Namco, like LEGO. The most common outlets
talking about Bandai Namco were not recognizable sources and were mainly blogs written by
fans. The main talking point amongst most of the articles is Sand Land, a third-person action
game that is based off a
manga from 2000. Bandai
Namco released a teaser
trailer for the game,
generating media
attention.
Figure 12: Screenshot of a Yahoo News story about Sand Land
Competitor Analysis
Competitor Analysis from Sept. 1 – 30, 2023 LEGO Bandai Namco
Facebook
Total number of followers 10,000,000 651,000
Total number of page likes 14,835,987 3,797,928
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Average number of posts per day 1.77 2.71
Number of posts during 30-day research period 53 74
Average number of engagement (likes and comments) 1,570 460
per post
Average number of comments per post 192 68.4
Average number of likes per post N/A N/A
Average engagement rate 0.014% 0.010%
Percentage change of followers in the past 30 days 4.25% N/A
Tone of posts Brief/kind Lengthy/wordy
Instagram
Total number of followers 9,511,103 1,354,333
Average number of engagement (likes and comments) 44,000 4,690
per post
Average number of comments per post 174.44 83.88
Average number of likes per post 37,458.50 5,411.50
Percentage change of followers in the past 30 days +0.97% +0.23%
Tone of posts Inviting/anticipatory Positive/informational
TikTok
Total number of followers 240,200 202
Total number of views 887,815 1,043
per post
Average number of comments per post 73.7 0
Average number of likes per post 5,472 21.3
Percentage change of followers in the past 30 days 13.6% N/A
Tone of posts Positive/upbeat promotional
Twitter
Total number of followers 1,027,888 1,023,976
per post
Average number of comments per post N/A N/A
Tone of posts Funny/promotional Simple/trendy
YouTube
Total number of subscribers 16,600,000 1,060,000
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Total number of video views 20,911,697,656 449,724,048
Average number of posts per week 87.3 6.07
Average number of engagement (likes and comments) 121,872 62,989
per post
Average number of comments per post N/A N/A
Tone of posts Animated/ Intense
entertaining
Conclusion
This communication audit provided an analysis of quantitative and qualitative data relating to
LEGO and its competitor, Bandai Namco, social media platforms and traditional media
coverage. LEGO overwhelmingly outperformed Bandai Namco on all social media platforms.
LEGO consistently attracts more engagement from its audience on all platforms. This
communication audit clearly indicates that LEGO has established a stronger and more impactful
presence on social media compared to its competitor, Bandai Namco.
At the beginning of this audit, three research questions were provided.
1. How effective is the use of influencers, celebrities, or collaboration posts in LEGO’s

strategy?
2. Are LEGO’s highest performing posts related to a theme?
3. What is the sentiment expressed toward LEGO in traditional media?
Through the audit, the research team formulated answers to these questions.
1. LEGO does not use high-profile influencers in its strategy, but rather uses micro-
influencers, with a generally smaller following, or celebrities. However, these posts did
not generate a significantly higher engagement than other posts. Collaboration posts saw
the most engagement, specifically on TikTok. This collaboration post promoted LEGO
immensely and was the most successful post on its TikTok.
2. The highest performing posts were relating to LEGO’s Star Wars theme. Star Wars is one
of the most iconic franchises in the world of entertainment. It boasts a massive, dedicated
fanbase that spans generations. LEGO's collaboration with Star Wars taps into this pre-
existing and passionate community, creating a strong foundation for engagement.
3. LEGO has a generally favorable sentiment in traditional media. LEGO's positive
sentiment in traditional media is a result of its longstanding positive reputation, lack of
controversy, innovation, engaging marketing, and community involvement.
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Qualitative Report
Introduction
To gain a deeper insight into why adults purchase LEGOs, a one-on-one interview was
conducted with a 21-year-old female participant who has an interest in LEGOs. As discovered
through the communications audit, LEGO often promotes content of sets that are designed for
adults. However, it is important to understand why adults would…want to purchase a LEGO
product.
The rationale for adults purchasing LEGOs can be a significant factor in assessing the
effectiveness of LEGO's digital marketing efforts, particularly in terms of engagement. By
delving into why adults choose to buy LEGOs, LEGO can fine-tune its social media presence
and strategies to better cater to the preferences and motivations of its adult audience. In this way,
the research on adults purchasing LEGOs can inform the company by providing insights into
how LEGO's marketing efforts resonate with its target demographic, leading to more effective
engagement strategies.
Three research questions were developed for the qualitative research:
RQ1: What are the primary motivations and reasons behind adults choosing to purchase LEGOs?
RQ2: How do personal interests and passions, such as a fascination with LEGOs, influence the
purchasing decisions and choices of young adults?
RQ3: In what ways can LEGO adjust its social media presence and marketing strategies to better
align with the preferences and motivations of adult LEGO consumers?
19
Method
The team enlisted an individual who possessed some familiarity with LEGO's brand identity but
did not have specialized or in-depth expertise in the subject matter. The participant has a general
understanding of LEGO's core values, mission, and visual elements associated with the brand,
but they were not considered a highly knowledgeable expert on LEGO's brand identity. This
allowed the research team to gain insights from a consumer that may be most influenced by
communication messages about the brand.
The interview was conducted on October 13, 2023, and lasted 23 minutes. The questions asked
explored various aspects of an individual's relationship with LEGO and their perceptions of the
brand, products, and the role it plays in people’s lives. The questions specifically delve into
consumer behavior, perception, nostalgia, preferences, motivation, and marketing regrading
LEGO. The interview guide included 12 questions (see Appendix A). The interview was
conducted via FaceTime and was transcribed using Parrot.ai, a software that transcribes speech
into text using artificial intelligence (complete transcript can be found in Appendix B).
Participant Background
The participant, Samantha (alias), is a 21-year-old student at the University of California, Los
Angeles. She is a senior studying anthropology with a double minor in digital humanities and
film studies. Though she has not had extensive exposure to LEGOs in her childhood, LEGO
products have become an interest in her early adulthood.
Results
Following the interview, three key insights were identified using thematic analysis.
LEGO is seen by the participant as a creative and inclusive brand appreciated

by people of all ages and genders.
The participant generally has positive perceptions of LEGO but noted a shift in her views as she
has aged. That is, what she associated with the brand in childhood is much different than how she
consider the brand now where LEGO products have become a creative outlet rather than just a
toy:
“I obviously consider myself an adult, so I mostly know about the creative style of
LEGO. I guess the more adult LEGOs, like the ones used for aesthetics. So, I feel like I
still see them as this very creative brand, but they still have a lot for everyone. I feel like
as an adult, I see them having a lot of more mature options. Yeah, but they still have good
opportunities for children as well.”
20
Another change the participant mentioned was that during LEGO’s early years, it appeared to be
primarily marketed as a boys' toy whereas now it is much more inclusive:
“I think LEGOs, when I was a kid, were definitely seen as more of a boy toy. Yeah, I
think I definitely had apprehension about playing with them, but at the same time, I was
always a girl that did things out of spite. So, I guess ever since I was out of the womb, I
liked to prove people wrong. I still enjoy playing with them and, you know, definitely
made them my own thing.”
LEGO can expand its fan base among older individuals by improving its
social media presence.
The participant mentioned that LEGO can expand its fan base among older individuals by
improving its social media presence. She believes in partnering with influencers and sponsoring
individuals on platforms like Instagram to promote LEGO. She believes the company should be
partnering with people or sponsoring other brands to get them to post about LEGO and grow its
fan base:
“I guess something that they could do to increase the demographic of older people, young
adults to older adults, would be maybe having a little bit more of a social media presence.
Maybe how Instagram can allow for the dual, collaboration posts so they could partner
with people, sponsor people, and make other brands or other individuals post them and to
grow their fan base.”
Samantha also suggested that LEGO can benefit from pop-up shops, activities at schools, and
collaborations with colleges and other companies to make engaging content and attract more fans
in their demographic. She said LEGO could utilize social media platforms to share content
related to workshops and activities to reach a wider audience and increase interest in LEGO.
“One thing that I think is also really beneficial is at least at my school, a lot of companies
do pop-up shops or pop-up stands and have activities. For example, Depop gave out free
bags and they also did airbrushing. Lululemon had a pop-up store, and it attracts a ton of
students. And so, I think LEGO should do something like that and make content of it.
There are a lot of people who still really love the toy and the brand and love using it and I
think if they partnered with different colleges, high schools, and even other companies
and did more in-person workshops, activities, and giveaways - that would be a way for
them to build more of a fan base in my demographic.”
LEGO has become more popular through its franchise and movies, and the
participant admires its timelessness and growth among other toy companies.
21
The participant mentioned that LEGO could attract sophisticated customers by partnering with
more movie franchises or TV shows to make products. This supports the finding that LEGO has
become more popular through its franchise and movies. Additionally, she admires LEGO's
timelessness and growth.
“I think they've really capitalized off of their franchise. Now they have all the movies
and, to be honest, I have not seen the LEGO movie, but I know everyone says it's really
good… I think they're just like a timeless toy, a timeless franchise.”
The participant admires LEGO’s growth and expansion as it contrasts with her concerns about
Mattel's plans to release numerous movies following the success of Barbie. She believes that
LEGO has a clear vision and long-term goal in their development, in contrast to Mattel:
“I honestly really respect the way that they've grown and the way that they've branched
out because a lot of companies kind of - I have a fear with the Mattel world because, you
know, Barbie was such a huge hit. Now they're planning on making 40 more movies,
which is kind of scary. Whereas LEGO, I feel they knew what they were doing, and
they've had this long-term goal.”
Limitations of the Study

Due to limited time constraints, the insights were provided by only one participant and cannot be
used as a consensus of LEGO’s customer base. The participant is known by the interviewer,
which could have led to biased answers. The interview was also conducted via Facetime, which
restricted the interviewer in observing the participant’s body language.
Conclusion
In conclusion, the qualitative interview about LEGO sets, perception in pop culture, and the
potential for attracting sophisticated customers has provided valuable insights and suggestions
for LEGO to enhance its product line and maintain its position as the leading brand in the toy
industry. The participants primary motivations and reasons for purchasing LEGO products were
aesthetics and display, focusing on creativity. The participants expressed their enjoyment and
nostalgia associated with playing with LEGOs during their childhood, highlighting LEGO as a
continuous creative brand that transcends age and breaks gender stereotypes. They also
acknowledged LEGO’s presence and impact in pop culture, particularly through its franchise
success and release of movies.
Further research is needed to identify potential customer preferences and interests for future
LEGO products, so LEGO can foster a deeper connection with its customers, broaden its
customer base, and ensure its continued relevance in a dynamic market.
22
23
Survey Report
Introduction
The team conducted an online survey to learn more about adults’ relationship with building
LEGOs. The survey encompassed an array of questions that probed into various aspects of the
respondents' interactions with LEGO. The purpose of the survey was also to examine and further
explore the findings from the previous report, specifically concerns on pricing. The survey was
conducted with those who are familiar with LEGO products and asked about purchasing habits
when it comes to LEGO. To make the survey more effective, the team wanted to hear from a
diverse group of people, not just one perspective. The team reached out to people of different
backgrounds, ages, and demographics to get a comprehensive understanding of how people feel
about LEGO.
Three research questions were developed for the quantitative research:
RQ1: How effective is LEGO’s social media marketing among adults?

RQ2: What are the primary factors preventing adults from purchasing LEGO sets?
RQ3: To what extent do the results of the online survey align with and expand upon the findings
of the previous report?
Methodology
The team used Qualtrics to create the survey, which had 19 questions and took 5 minutes to
complete. The questions delved into participants motivations for purchasing LEGO sets, whether
it was driven by nostalgia, stress relief, a creative outlet, or a combination of these factors. The
survey also investigated how often they engage in building LEGO sets, from occasional
enthusiasts to dedicated fanatics who engage in the activity regularly. In the survey, there were a
few demographic questions relating to the participants age and gender.
To confirm that the participants belonged to the intended audience, skip logic was used to assess
their familiarity with LEGO products. The survey began with consent agreement and screener
24
questions to see if participants have played with LEGOs in the past, to ensure the participants
would provide accurate insights.
Sample Description
The survey was accessible from Nov. 1- 3, 2023. It was distributed via Instagram stories to 46
people. The survey was also sent via text message to specific participants who the team believed
could provide valuable insights,
The target audience of this survey were people who have had experience with LEGOs at some
point in their life. By intentionally targeting individuals with a history of interacting with LEGO,
the survey aimed to collect insights and opinions from those who could provide valuable
perspectives based on their perceptions of the brand. In total, there were 27 respondents, with
70% of them were women and about half (52%) in the 22-24 age range.
Table 1: Sample Demographics

Demographics Percent of Sample
Gender
Male 26%
Female 70%
Non-Binary 4%
Age
18-21 41%
22-24 52%
25-28 0%
29-31 0%
31-34 0%
35-39 0%
40-45 0%
50+ 7%
Results
Efficacy of LEGO’s social media marketing among adults
The survey was designed to assess the frequency with which respondents viewed LEGO's social
media marketing content across a range of platforms. It aimed to gain insights into the extent to
which respondents engaged with and were exposed to LEGO's promotional efforts on different
online platforms. To gather this information, the survey included questions about the
respondents' social media habits, specifically inquiring about which platforms they used
frequently. Respondents were allowed to select all platforms that applied.
25
The main social media platform participants reported using was Instagram (89%), followed by
TikTok (67%) and Pinterest (26%). A second question was asked to gauge how often respondent
see social media marketing content on any platform. A total of 44% see social media marketing
by LEGO occasionally, and another 44% see it rarely.
LEGO has a substantial presence on social media, with Instagram being the most popular
platform among respondents. The appeal of Instagram might be attributed to its visually oriented
nature, aligning well with LEGO's emphasis on creativity and design. This platform likely serves
as a visual playground where LEGO customers can easily share their creations and interact with
the brand's content. However, the survey highlights a gap between those who occasionally see its
content and those who rarely do. By addressing this gap, LEGO can enhance its online presence
and offer a more engaging and inclusive experience to its diverse community of fans and
followers.
All the time
Frequently
Occasionally
Rarely
Never
0 2 4 6 8 10 12 14
Respondents
Figure 133: How often respondents see social media marketing content
A cross tabulation was created to examine the relationship between how often respondents see
LEGO social media marketing and their likelihood to purchase a LEGO set (see Figure 2).
Figure 14: Cross tabulation between how likely respondents are to buy LEGO products versus how often they see LEGO marketing
26
From these results, it can be observed that the likelihood of purchasing LEGO products as an
adult can vary based on the frequency with which respondents see marketing content. Those who
see LEGO marketing content occasionally are more likely to purchase LEGO products, while
those who see it rarely have a greater variation of responses, including some who are somewhat
unlikely and others who are likely to make a purchase.
Main factors preventing adults from purchasing LEGO products
Respondents were asked what factors would influence their decision to purchase a LEGO
product. The prime factor preventing adults from purchasing LEGO products is their pricing. The
respondents were instructed to select all the factors that would influence their decisions. Of the
respondents, 23 (85%) say that the product prices are deterring them from purchasing, followed
by 18 (67%) saying product features are preventing them. Among the 7% who selected "Other,"
respondents indicated that aesthetic value would be a factor affecting their choice to buy a LEGO
product.
What factors would influence your decision to purchase a

LEGO product?
7%
22%
85%
33%
15%
67%
Price Product features Influencer recommendations

Nostalgia Brand reputation Other
Figure 15: Factors that would influence respondents’ decision to purchase LEGO products
These insights emphasize the significance of price and product features, indicating that LEGO
could benefit from addressing these areas in their product strategy to better meet the needs and
expectations of their adult consumers.
27
What improvements or changes would encourage you to
purchase LEGO products or become a more avid fan?
4%
44%
78%
41%
15%
More adult products Variety in themes Innovative features

More affordable pricing Other
Figure 16: Improvements that would make respondents a more avid fan
Respondents were asked what improvements or changes would inspire greater fan loyalty. They
were instructed to select all factors that apply. In response, 21 (78%) respondents stated their
desire for more budget-friendly pricing as a motivating factor. This indicates that many
respondents are price-sensitive and consider affordability a key factor in their engagement with
LEGO products. The second most influential factor driving respondents to consider LEGO
product purchases related to the demand for a broader range of offerings designed specifically
for adults. This was expressed by 12 respondents, comprising 44% of the surveyed group, as a
significant influence on their purchasing decisions. Within the "Other" category, a single
respondent (4%) responded with an unfamiliar term to the research team, which was unrelated to
LEGO products.
Conclusion
The survey data was obtained through convenience sampling and should not be generalized to
represent the broader LEGO community. The survey predominantly comprised female
respondents, which resulted in an underrepresentation of the male demographic. Many
participants fell within the 18-24 age bracket, with two exceptions falling into the 50+ age group,
while other age categories remained unrepresented.
The effectiveness of LEGO's social media marketing among adults appears to be mixed, based
on the data from the survey. The survey reveals a notable discrepancy in exposure to LEGO’s
marketing content. A somewhat small proportion of respondents mentioned that they
occasionally see LEGO's social media marketing content, which suggests that LEGO's efforts are
resonating with a only a portion of the adult audience that they could be (RQ1).
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The primary factors preventing adults from purchasing LEGO sets are pricing and product
features, according to the survey results. Pricing is identified as the primary restriction. Overall,
the survey suggests that affordability and product diversity, along with addressing specific
aesthetic concerns, are key considerations for adult consumers (RQ2).
The expanded dataset from the online survey reinforces the previous report's observations about
LEGO's cultural significance and timeless appeal. All the respondents stated that LEGO’s were a
part of their life in some capacity. Simultaneously, it delves deeper into the effectiveness of
social media marketing and unveils specific factors influencing adult purchase decisions,
offering LEGO valuable insights to better serve its diverse and discerning adult fan base (RQ3).
This survey provides insights into how LEGO's social media marketing is effective among
adults. The findings show what influences adults when they decide to buy LEGO products.
Pricing, product features, and product diversity are particularly important. The team will provide
recommendations to LEGO based on these insights to improve its marketing and products so that
the brand can better connect with its diverse adult fan base.
29
Memo 5
Overview
The quantity and quality of LEGO’s TikTok’s were analyzed by the Cassidy Connelly Consulting
team. Through Oct. 27- Nov. 9, 2023, LEGO posted content revolving around the adult botanical
sets. LEGO's content performance has been experiencing a notable decline, indicating a difficult
period in terms of engagement. The downward trend observed by the team, as highlighted in the
previous memo, has persistently continued and the team has found no direct relation.
LEGO’s TikTok (@LEGO)

As of Nov. 9, 2023, LEGO has 272,700 TikTok followers. This is a 1.6% increase compared to
the previous analysis period. This signifies a growth of 0.3% since the last memo, indicating a
slight rise in LEGO's TikTok followers.
Figure 147: LEGO's Number of Followers on TikTok from 10/27-11/9
Posts
Between Oct. 27- Nov. 9, LEGO posted 9 times. During this timeframe, all the TikToks posted
by the company were focused on showcasing LEGO's botanical sets. The content posted
throughout these 10 weeks has not been diverse, and LEGO has not seen success in the past few
weeks. The content continued to relate to the LEGO botanical challenge and highlighted people’s
unique, creative builds.
30
Figure 18: LEGO's Number of Posts on TikTok from 10/27-11/9
Likes
The 9 videos generated 6,538 likes total. The highest engagement was recorded on Nov. 1 This
post was a recap of the LEGO botanical challenge. In this post, the caption engaged followers by
prompting them to share their favorite builds. This is a 38.4% decrease from the previous data
period. LEGO has maintained a lower engagement in the past few weeks.
Figure 19: LEGO's Number of Likes on TikTok from 10/27-11/9
Shares
LEGO’s TikTok account received 34 total shares during the two-week period. The video with the
most shares is a video relating to a “boo” basket, which is a Halloween themed gift basket for a
significant other. In this video they urged consumers to purchase LEGO botanical sets and put
them in the basket. This accumulated 9 shares. This is 63% total decrease from the previous
analyzation period.
31
Figure 20: LEGO's Number of Shares on TikTok from 10/27-11/9
Comments
There were 206 total comments left on LEGO’s account during this period, which is 46.6%
decrease from the past period. Comments from viewers were lively in the past weeks with their
concerns about LEGO’s pricing, but lately, there's been a decline. Not as many people are
sharing their opinions. There are no comments that stood out to the team.
Figure 21: LEGO's Number of Comments on TikTok from 10/27-11/9
Views
In this timeframe, LEGO's TikTok witnessed a decline in views, experiencing a substantial
41.9% decrease compared to the previous period. The total views accumulated during this period
amounted to 100,468.
32
All the content shared to LEGO’s TikTok account were videos. Overall, LEGO has seen a
significant decrease in every aspect (likes, views, shares, and comments). The team has found no
relationship between this decline and the content being posted to the TikTok account.
Conclusion
Over the course of 10 weeks, the research team analyzed social media coverage for LEGO by
studying 45 videos posted on LEGO’s TikTok.
At the beginning of this period, LEGO created its TikTok account, giving us ample opportunity
to study its growth. The account had a humble beginning with limited engagement, until one
post during the period from Sept. 29 to Oct. 12 garnered significantly more attention. This post is
responsible for the uptick in engagement seen in the social post graphs above. This post was
using LEGO’s botanical sets to create boutonnieres for an enthusiasts wedding.
Throughout the 10-week duration, each post consistently revolved around LEGO's botanical sets
in various creative contexts. Notably, the brand created a LEGO botanicals challenge during this
period, although it did not generate much engagement. Despite the limited response to the
challenge, the theme of botanical sets remained the focal point, showcasing the brand's
commitment to exploring and promoting this product line.
Overall, the engagement on LEGO’s TikTok saw a notable decline. The team hypothesizes that
the decline in engagement may be linked to a lack of content diversity. The team thinks that
fewer people are interested because the content is too focused. To get more engagement, LEGO
might need to mix things up and make content that appeals to a wider audience. Making these
changes could help bring more excitement to LEGO's TikTok.
Recommendations
The research team developed two recommendations for LEGO’s TikTok account to help generate
growth. The first recommendation is to post more content relating to other teams. As mentioned
throughout the 10 weeks, all the content has been focused on LEGO’s botanical sets. A diverse
array of content could help attract more people to engage with LEGO’s TikTok. This shift in
content creation aims to improve the overall attractiveness of LEGO's TikTok presence and
stimulate increased interaction. The second recommendation is to bring in someone dedicated to
handling TikTok content creation. Since the account was just started in September, it is unclear
there is a designated person to handle TikTok content. Comparing it to Instagram, the content is
abundant, diverse, and performs well. Assigning a specific person to manage the TikTok account
could be advantageous. This focused attention on TikTok could lead to improved content quality
and engagement, aligning with the success observed on Instagram. This overall leads to an even
better brand reputation.
33
Evaluation Report
Introduction
In this evaluation, the team analyzed research about LEGO. The team takes a deep dive into a
SWOT analysis, audience analysis, audience personas, and strategic recommendations. With a
focus on adult LEGO enthusiasts, we aimed to create audience personas, revealing their
preferences and behaviors. This report provides a comprehensive analysis of the research
conducted by the team. The team will finalize the report by offering suggestions for improving
LEGO's communication strategy.
SWOT
This communication-based SWOT analysis provides a comprehensive overview of LEGO's

current position, emphasizing the need for strategic adjustments to capitalize on strengths,
address weaknesses, seize opportunities, and navigate potential threats in the dynamic toy
market.
34
Strengths
LEGO has several notable strengths that have contributed to its success in the toy industry.
Firstly, the company has a strong social media and market presence, which it uses to connect
with its audience and the market products. Additionally, LEGO consistently outperforms its
competitors, showcasing its market. In 2023, LEGO’s consumer sales grew 3% in a market that
declined by 7% In 2022, LEGO’s revenue grew to $9.2 billion while in 2023, Bandai Namco’s
was $7.47 billion. While these are different time frames, it Is important to note the difference.
The brand's popularity and cultural significance further strengthen its market position (Gronholt-
pedersen, 2023).
LEGO products have a unique strength - they are associated with a feeling of nostalgia that
creates a deep emotional bond with consumers who remember playing with the iconic building
blocks during their childhood. This nostalgia fosters brand loyalty and contributes to the timeless
appeal of LEGO across generations. For example, 44% of respondents in the survey said that
LEGOs were significant in their young lives (Connelly, 2023).
Weaknesses
Affordability and pricing are significant weaknesses, as some consumers identify these factors as
significant barriers to purchasing LEGO products. When surveyed, 85% of participants stated
that price was the most important factor when buying LEGO products (Connelly, 2023). This
was also discovered through the memos, where people were complaining about prices in the
comments of LEGO’s TikTok. LEGO has not addressed these comments. LEGO's cost and
pricing strategy limit accessibility to certain demographics. The historical focus on children and
boys may alienate adult consumers. The LEGO Group conducted research, and it revealed that
girls today feel increasingly confident to engage in all types of play and creative activities but
remain held back by society’s ingrained gender stereotypes as they grow older”(LEGO Ready for
Girls Campaign, 2021).
Opportunities
The brand is closely associated with childhood memories and can use this connection to connect
with consumers who have fond memories of playing with LEGO blocks. To appeal to a wider
range of customers, LEGO can expand its product line to include themes and features that
resonate with different demographics. The company emphasizes “a nostalgic return…the
company’s original ethos” (Technoculture Journal, n.d.). In the survey research, 59% of
respondents stated that nostalgia was a significant factor when it came to purchasing a LEGO
product (Connelly, 2023). Social media provides a great opportunity for LEGO to connect with
adult consumers and increase brand visibility by creating engaging content that targets adult
consumers. LEGO also has the great opportunity to nurture relationships from the beginning to
create life-long consumers who never grow out of LEGOs.
Threats
35
The first potential threat is affordability in the current economy. First, the pricing is discouraging
potential buyers. 78% of respondents believe that more affordable pricing would increase their
likelihood of purchasing (Connelly, 2023). Considerations such as inflation or economic factors
could be highlighted as threats to LEGO. Highlighting the increasing economic concerns, there's
a risk that people might become less interested in buying toys. This amplifies LEGO's
vulnerability, particularly in terms of being perceived as expensive. Second, emerging
technologies and changing values could mean that fewer people are interested in traditional toy
products. Generation Alpha, 2010-2025, has a range of digital alternatives to building toys like
K’NEX and LEGO (GWI, 2022). LEGO must address this challenge to ensure its products
remain attractive to potential buyers, as feedback suggests it poses a barrier to LEGO's strength
as a nostalgic toy.
Influencers
LEGO does not partner with big-name personalities. Instead, the company collaborates with
influencers in the lifestyle niche, specifically those who are passionate about plants. LEGO has
recruited influencers such as Christina Yan (@christina_yan_) and @sweetlifeflora, each having
around 40,000 followers on TikTok, to play a role in LEGO's social media strategy. In the 45
TikToks examined by the team, the two highest-performing posts that utilized influencer
marketing included @sweetlifeflora (Connelly, 2023).
The company launched the LEGO Botanicals Challenge, inviting influencers to submit their
creations for a chance to win. This boosted relations with influencers, however, did not receive
much engagement. Two influencers or celebrities that could be relevant to LEGO and the target
audience would be Adam Savage (@donttrythis), former co-host of MythBusters, known for his
love of building and creating, and Chris Pratt (@prattprattpratt), actor known for his roles in
Lego-themed movies.
Audience Analysis
LEGO's audience is predominantly male, constituting 58.87% of its customer base with the
41.13% being female (Similarweb, n.d.). The age distribution shows that 31.6% of consumers
fall within the 25-34 age range, followed by 22.78% in the 18-24 age bracket (Similarweb, n.d.).
The target audience is primarily children, as noted in the backgrounder. By targeting this
audience, LEGO aims to establish an enduring connection with its consumers from an early age,
fostering brand loyalty and a sense of nostalgia that may persist into adulthood.
Primary research found that all respondents indicated that LEGO was a part of their life in some
capacity (Connelly, 2023). This emphasizes the enduring and impactful nature of the brand. For
example, 44% stated that LEGO’s were “definitely” a part of their childhood. In recent years,
LEGO has made efforts to diversify its products to attract a broader audience, including
teenagers and adults, through collaborations, products, and sets designed for adults.
36
The survey results show strong interest among respondents with 77.8% expressing a keen
interest in purchasing art piece sets, followed closely by 74.1% showing interest in botanical
sets. Participants were allowed to select multiple products for analysis. Moreover, an
overwhelming 85% emphasize that aesthetics, décor, and display are significant factors
influencing LEGO purchasing decisions, as highlighted in the findings by Connelly (2023).
Audience Personas
From the above research, two audience personas were created to personify LEGO’s target
audience for the subsequent recommendations.
Alex is a 29-year-old male marketing manager working for a digital advertising agency. His
income is $65,000 a year. Alex is both creative and tech-savvy,
with a keen eye for design and a love of pop culture. He loves
movies and television as well. He enjoys exploring hobbies that
allow for self-expression, stress relief, and creativity due to his
busy life at work. Alex grew up playing with LEGOs and has
carried that love for building into adulthood. The nostalgia
associated with LEGO gives him a sense of comfort and
connection to childhood memories. His favorite sets are based on
popular movies, TV shows, and cultural trends. Alex frequently
uses Instagram as his main social media, so it would be best to
reach him through that platform.
Jill is a 32-year-old graphic designer who is intrigued by the potential for a new creative and
relaxing hobby. She makes $45,000 a year and has a 2-year-old daughter along with a partner.
She enjoys happy hours with her co-workers and loves to be
social. Jill, who has been spending a lot of leisure time digitally, is
now looking for a hands-on activity that will provide a break from
screens and the opportunity to explore a different kind of
creativity. She does not have much experience with LEGO, but she
is intrigued by the idea of building something from scratch and the
potential for creativity with LEGO. She is more inclined to buy a
LEGO product if the prices are more affordable since she has a
family. The best way to reach Jill is through digital campaigns and
celebrity collaborations since she is not on popular apps like
TikTok.
37
Recommendations
Based on the primary research conducted by the team, recommendations have been introduced to
enhance LEGO's communication strategies.
1. Allocate equal attention to all platforms to ensure engagement.
Through this research, the team has found that LEGO’s Instagram is the primary focus of the
brand’s digital marketing. However, it's crucial to note that while this emphasis on Instagram has
proven successful, other digital platforms are lagging in terms of marketing attention. On
TikTok, according to the research memos, the content was primarily focused on LEGO’s
botanical sets. LEGO would greatly benefit from increasing its focus on TikTok, recognizing the
platform's influence and potential as a space for reaching diverse audiences. To increase
engagement, the brand should impose a strategy that can work to provide consumers with diverse
content that can be shared to TikTok. This recommendation stems from survey results indicating
a strong desire for art pieces, emphasizing the need to cater to this content.
2. Examine affordable options and engage in pricing transparency.
To cater to a wider audience and address potential barriers identified in the primary research,
it is essential for LEGO to thoroughly examine the introduction of more affordable options and
communicate pricing transparency. This involves conveying pricing information to the audience
in a way that builds trust, addresses potential concerns about pricing, and ensures consumers
have a clear understanding of the value they receive for their investment in LEGO products.
This involves ensuring that consumers have clear visibility into the pricing structure. To do this,
LEGO could create a public pricing analysis. This would include conducting a comprehensive
pricing evaluation, considering production costs, competitor pricing, and perceived value. This
analysis should inform the explanation of designated price points for different product categories
and target demographics.
3. Create a nostalgia campaign.
A nostalgia campaign presents an opportunity to tap into the deep emotional connections’
consumers have with the brand. This campaign should be designed to evoke fond memories,
celebrate the timeless nature of LEGO play, and reinforce LEGO's role in shaping childhood
experiences. For this campaign, LEGO can create a digital space that serves as a virtual LEGO
museum, showcasing the evolution of LEGO sets, commercials, and advertisements over the
years. This interactive platform can engage users of all ages, providing a nostalgic trip through
LEGO's rich history.
Throughout this research, LEGO's position in the toy industry and what consumers think about
the brand were examined. The research revealed that LEGO is seen as a creative and timeless
brand that appeals to people of all ages and challenges gender stereotypes. However, more
research is needed to understand customer preferences. The survey found that LEGO's social
media marketing is not very effective with adults and that the company should address pricing
38
concerns and offer more product variety. Overall, LEGO has a significant cultural impact and
can improve its strategies to better connect with its diverse adult audience and remain relevant in
a constantly changing market.
39
Conclusion
The teams research journey of interviews, surveys, social media tracking, and communication
analysis, has unveiled valuable insights into LEGO's position in the physical and digital market.
The interview showcased a deep connection people share with LEGO, fueled by nostalgia and a
brand that spans generations. The survey data added a quantitative aspect, highlighting the
factors that matter most to adults when considering LEGO purchases – namely, pricing and
product features.
As LEGO steps forward, the key lies in leveraging these insights. From diversifying products to
transparent pricing, engaging on social media, and embracing nostalgia, these recommendations
provide a practical guide for LEGO's continued success.
LEGO's journey is about more than just bricks; it's about fostering lasting relationships. By
staying innovative while staying true to its essence, LEGO can not only hold its place as a
leading brand but also create stronger ties with its diverse audience.
LEGO's future success lies in its ability to balance innovation with its timeless core. By
responding to consumer needs while staying true to its core identity, LEGO can navigate the
evolving market landscape and maintain its position as the leader in the toy industry. As LEGO
continues to evolve, the lessons learned from this research offers a guide for the brand's future
digital communications.
References
40
(n.d.). Retrieved from Similarweb: https://www.similarweb.com/website/lego.com/#geography
(2022). Retrieved from GWI: https://blog.gwi.com/chart-of-the-week/gen-alphas-habits-future-
of-gaming/
2022 Annual Report. (2023). Retrieved from LEGO:
https://www.lego.com/en-us/aboutus/news/2023/march/2022-annual-results
About Us. (2023). Retrieved from Kirkbi: https://www.kirkbi.com/about/purpose/#:~:text=The
%20LEGO%20brand%20mission%20is,by%20the%20LEGO%20branded%20entities.
Annual Report. (2021). Retrieved from LEGO:
https://www.lego.com/cdn/cs/aboutus/assets/blt248041929be3b572/Annual_Report_2
021_ENG.pdf
Connelly, C. (2023).
Geography. (2023). Retrieved from Similar Web:
https://www.similarweb.com/website/lego.com/#geography
Gronholt-pedersen, J. (2023). Lego grabs bigger share of declining toy market . Retrieved from
Reuters: https://www.reuters.com/business/retail-consumer/lego-grabs-bigger-share-
declining-toy-market-2023-08-30/
Jacobsen, S., & Gronholt-Pedersen, J. (2022). LEGO sales jump. Retrieved from Reuters:
https://www.reuters.com/world/europe/lego-sales-jump-27-2021-boosted-by-new-
china-stores-2022-03-08/#:~:text=It%20opened%20165%20new%20Lego,branded
%20stores%20to%20832%20worldwide.
LEGO Education. (2023). Retrieved from https://education.lego.com/en-us/
LEGO History. (2023). Retrieved from LEGO: https://www.lego.com/en-us/history/articles/ole-
kirk-kristiansen-s-childhood-and-youth/
LEGO Ideas. (2023). Retrieved from https://ideas.lego.com/howitworks
LEGO Ready for Girls Campaign. (2021). Retrieved from LEGO:
https://www.lego.com/en-us/aboutus/news/2021/september/lego-ready-for-girls-
campaign
LEGO Sets Price Range. (2023). Retrieved from https://www.lego.com/en-us/categories/price
LEGOLAND Locations. (2023). Retrieved from
https://www.lego.com/en-us/service/help/legoland/legoland/legoland-locations-
around-the-world-kA009000001dbqXCAQ
Mergent Intellect. (2023). Retrieved from https://www-mergentintellect-
com.ezproxy1.lib.asu.edu/index.php/search/companyDetails/305211302
Our Vision. (2023). Retrieved from Bandai Namco: https://www.bandainamcoent.com/our-
vision
Ownership. (2023). Retrieved from LEGO:
https://www.lego.com/en-us/aboutus/lego-group/ownership
Press Center. (2023). Retrieved from Bandai Namco: https://www.bandainamcoent.com/press-
center
Revenue of major toy companies. (2023). Retrieved from Statista:
https://www.statista.com/statistics/241241/revenue-of-major-toy-companies-
worldwide/
Technoculture Journal. (n.d.). Retrieved from https://tcjournal.org/vol3/maddalena/
41
The Associated Press. (2023). Retrieved from Financial Post:
https://financialpost.com/pmn/business-pmn/lego-posts-boost-in-profit-sales-as-it-
raised-some-prices
The Economic Impact of the Toy Industry. (2023). Retrieved from Toy Association:
https://www.toyassociation.org/App_Themes/toyassociation_resp/downloads/
research/economicimpact/unitedstates.pdf
The LEGO Foundation. (2023). Retrieved from https://learningthroughplay.com/about-us/the-
lego-foundation
Worldwide revenue of major toy companies in 2022. (2023). Retrieved from Statista:
https://www.statista.com/statistics/241241/revenue-of-major-toy-companies-
worldwide/
Appendix A: Interview Questions
Interview Introduction:
42
Hello, my name is <name>. Thank you for taking the time to participate in this study about
perception of LEGO as a brand. I’d like to ask you a few questions on your views of LEGO, both
in terms of your person thoughts and how you think others view the LEGO. There are no right or
wrong answers. We’re just as interested in your positive comments as your negative ones. The
intent is just to understand how you honestly feel.
This study is for class purposes only and has not been funded by any organization. Let me assure
you that no personal identifying information, such as your name, will be used in the final report.
I would like to record this interview both with handwritten notes and with an audio recording.
Are you comfortable with this?
1. When was the last time you purchased a LEGO set?

2. Did you buy that?
3. What would motivate you though to purchase a LEGO with your money?
4. How do you feel about the prices of LEGO products?
5. What is your current like 2023 perception of LEGO?
6. Are there any themes that you enjoy that you think could attract more sophisticated
customers?
7. What comes to mind when you think of LEGO?
8. What was your experience with LEGOs in your early life?
9. Did your family ever have them?
10. How do you see LEGO in pop culture?
11. Are you familiar with LEGO’s social media presence?
12. How could LEGO’s social media attract more customers like yourself?
Conclusion:
Thank you, once again, for your time and participation in this study. If there is anything I can
answer in the future regarding this research, feel free to reach out at <email>.
43
Appendix B: Interview Transcript
An interview was conducted to gain insights on the participants’ feelings on LEGO as a brand, its
products, and social media. There was a designated set of questions, but due to the participants’
responses, some of the questions moved past their designated spot on the original question list.
The following is the transcription of the interview.
The interview took place on Oct. 13, 2023, at 12:46 p.m.
Interview Introduction:
Introduction:
Hello, my name is Cassidy Connelly. Thank you for taking the time to participate in this study
about LEGO. I’d like to ask you a few questions on your views of LEGO, both in terms of your
person thoughts and how you think others view the company. There are no right or wrong
answers. We’re just as interested in your positive comments as your negative ones. The intent is
just to understand how you honestly feel.
This study is for class purposes only and has not been funded by any organization. Let me assure
you that no personal identifying information, such as your name, will be used in the final report.
I would like to record this interview both with handwritten notes and with an audio recording.
Are you comfortable with this?
Participant: Yes of course.
Interviewer: Great, let’s begin. When was the last time you purchased a LEGO set?
Participant: If I'm being completely honest, it was probably the Statue of Liberty, back in 2021.
Interviewer: Okay. Did you buy that?
Participant: No, but I made it with my partner at the time and I took it home. But for me
personally, I feel like I've never bought my own set, I played with other people’s sets. I'm trying
to think if there was a later time for me. I mean, I know last week I helped my friend make the
succulent set. But again, I didn't buy that.
Interviewer: Yeah. What would motivate you to purchase a LEGO with your money?
Participant: Honestly, it depends on what I get to build. The Fender guitar I really, really want. I
think having it as like a multi-purpose item, as in it's a fun activity that I get to do as well as like
once it's built, I get to use it as decor, and I get to show off to people. I guess it ties into my
identity. I like to play music. I like to play the guitar. That's just another way that I get to
44
represent myself and my interests to other people and for myself to see and be proud of. So that
would definitely motivate me to spend a decent amount of money, but maybe not over $100.
Interviewer: Going off that, how do you feel about the prices of LEGO products?
Participant: Not good. I definitely think they're very expensive. I think for something that is
plastic, a bunch of plastic bricks, I do think they are very expensive. I know that does come from
them kind of making the company special, like the experiences. I haven't looked at the actual
kid’s options recently. So, I've only seen the ones that are over $100. For example, the Hogwarts
one and Star Wars ones are over $100, for all of them. So, I think the price is a little, actually
more than a little, high and it's definitely stopped me from purchasing the product because it's
just too much money for like a bunch of plastic rectangles.
Interviewer: I see. Other than price, what is your current 2023 perception of LEGO?
Participant: Like my perception of them? I obviously consider myself an adult, so I mostly know
about the creative style of LEGO. I guess the more adult LEGOs, like the ones used for
aesthetics. So, I feel like I still see them as this very creative brand, but they still have a lot for
everyone. I feel like as an adult, I see them having a lot of more mature options. Yeah, but they
still have good opportunities for children as well.
Interviewer: Ok. Are there any themes that you enjoy that you think could attract more
sophisticated customers?
Participant: Oh, absolutely. I mean, I think they're already kind of doing that. A LEGO set that
I've always wanted to build is the Fender guitar one, like I mentioned. So, I think a lot of brands
who have either novelty or vintage items, or movie franchises could do a lot with that. I mean,
look at the Star Wars franchise. I know they're really, really big in the LEGO world, but I think a
lot of other brands could do a lot more. I wouldn't say it's an untapped potential but it's
something that I think a lot more companies could utilize because people have fandoms, people
love certain brands. So, having something that they can interact with can make you feel, I guess
closer to the brand or identify with it a little bit more. As in my example for the Fender guitar, I
love Fender, I have a Fender guitar. But feeling like I could kind of build one from scratch and
have it there. It kind of makes you feel, I guess a lot more accomplished and makes you feel, you
know, closer to the company.
Interviewer: Ok. And what comes to mind when you think of LEGO?
Participant: Oh, fun! I love them. I love, oh my gosh, I love creating with them. I honestly see
them as, as just a way to kind of build your own world. I think of both when I was a kid as well. I
love playing with all different kinds of building things. Not just LEGOs, like Tinker Toys,
Lincoln Logs, all that stuff, but LEGOs have the most diversity, the most creative range. Yeah, I
just feel like it's a way for me to be a creative person and make my imagination come to life.
Interviewer: Ok interesting. Based on your experience with those other toys, what was your
experience with LEGOs in your early life?
45
Participant: I played with them as a child. I don't know if I actually ever owned them. I just
played with them at elementary school and summer camp. I mean, I really enjoyed them. Like I
said, I was always a, I guess a builder, with other toys. And so, those were just like another
means for me to do that. But yeah, like I said in my previous answer, they have the most creative
range. I was able to make a much more, I guess, detailed imaginative world.
Interviewer: Did your family ever have them?
Participant: That's a really good question. I don't know off the top of my head. I'd say it's
probably the same. I know we definitely had Tinker Toys, we definitely had Lincoln Logs. My
brother may have had LEGOs, which is another reason why I would play with them. But I know,
again, my friends had them, they were definitely there. I think LEGOs, when I was a kid, were
definitely seen as more of a boy toy. Yeah. I think I definitely had apprehension about playing
with them, but at the same time I was always a girl that did things out of spite. So, I guess ever
since I was out of the womb, I liked to prove people wrong. I still enjoy playing with them and,
you know, definitely made them my own thing.
Interviewer: Ok I see. How do you see LEGO in pop culture?
Participant: I honestly think they've, I don't know if I come back is the right word, because
they've always been popular. I think they've really capitalized off of their franchise. Now they
have all the movies and, to be honest, I have not seen the LEGO movie, but I know everyone
says it's really good. They established that they're awesome, everything is awesome, and they're
spreading positivity in the world. Yeah, I think they're just like a timeless toy, a timeless
franchise. I honestly really respect the way that they've grown and the way that they've branched
out because a lot of companies’ kind of - I have a fear with the Mattel world because, you know,
Barbie was such a huge hit. Now they're planning on making 40 more movies, which is kind of
scary. Whereas LEGO, I feel they knew what they were doing, and they've had this long-term
goal. I guess they started out as more like a kid's toy, but now they kind of branch into being an
adult toy and a novelty and a creative, sophisticated brand. As well as getting into movie
franchise but doing it well and not making that their crutch for getting into pop culture.
Interviewer: Interesting. Lastly, we’re going to get into social media. Are you familiar with
LEGO’s social media presence?
Participant: I am not that familiar with LEGO’s social media. I'm just not in the loop of their
social media but I guess something that they could do to increase the demographic of older
people, young adults to older adults, would be maybe having a little bit more of a social media
presence. Maybe how Instagram can allow for the dual, collaboration posts so they could partner
with people, sponsor people and make other brands or other individuals post them and to grow
their fan base.
Interviewer: How could LEGO’s social media attract more customers like yourself?
46
Participant: One thing that I think is also really beneficial is at least at my school, a lot of
companies do pop up shops or pop up stands and have activities. For example, Depop gave out
free bags and they also did airbrushing. Lululemon had a pop-up store, and it attracts a ton of
students. And so, I think LEGO should do something like that and make content of it. There are a
lot of people who still really love the toy and the brand and love using it and I think if they
partnered with different colleges, high schools, and even other companies and did more in-
person workshops, activities, and giveaways - that would be a way for them to build more of a
fan base in my demographic.
Interviewer: I think those were all my questions for you. Do you have any questions or want to
add anything?
Participant: No, I think I covered everything.
Interviewer: Awesome. Well, thank you so much for your participation and time. Have a great
rest of your day.
47
Appendix C: Survey
Consent: Thank you for participating in this survey. My name is Cassidy and I'm an ASU student
at the Walter Cronkite School of Journalism and Mass Communication. For my class on strategic
communication research methods, I am conducting a survey about LEGO. I'd like to hear from
people who have experience with LEGO toys and products. Please only participate if you are 18
or older. This 19-question survey will take you around 3 minutes to complete. Your participation
is completely voluntary. Your information will be kept anonymous and used for class purposes
only. Thank you for your time and if you have any questions about my research, you can contact
me at crconne2@asu.edu.
o I do not agree to take this survey. (1)

o I agree to take this survey. (2)
Skip To: End of Survey If Thank you for participating in this survey. My name is Cassidy and I'm an ASU student at
the Walt... = I do not agree to take this survey.
Q2 Have you ever played with LEGO products?
o Yes (1)
o Unsure (3)
o No (2)
Skip To: End of Survey If Have you ever played with LEGO products? = No
Skip To: End of Survey If Have you ever played with LEGO products? = Unsure
Q3 What comes to mind first when thinking of LEGO?
o LEGO building blocks (1)

o The LEGO Movie (2)
o LEGO video games (3)
o LEGO building sets (4)
o Other (5) __________________________________________________
48
Q4 Would you consider LEGO's a significant part of your childhood?
o Definitely not (6)

o Probably not (7)
o Unsure (8)
o Probably yes (9)
o Definitely yes (10)
Q5 Are you familiar with other toys involving building? Select all that apply.
▢ Mega Construx (1)

▢ Lincoln Logs (2)
▢ Other (3) __________________________________________________
Q6 Have you purchased or used LEGO products as an adult?
o Yes (1)
o No (2)
Skip To: Q8 If Have you purchased or used LEGO products as an adult? = No
Q7 Do you enjoy participating in building LEGO sets as an adult?
o Yes (1)
o No (2)
Q8 What type of LEGO sets would you be interested in for yourself? Select all that apply.
49
▢ Architecture (1)
▢ Botanical (2)
▢ City (3)
▢ Franchise related (Star Wars, Disney, Marvel) (4)
▢ Creator (expert toys) (5)
▢ Art pieces (6)
▢ Icons (Eiffel tower, Titanic, Colosseum) (7)
Q9 How likely are you to purchase a LEGO product as an adult?
o Unlikely (1)
o Somewhat unlikely (2)
o Neither likely nor unlikely (3)
o Somewhat likely (4)
o Likely (5)
Q10 What would motivate you to purchase a LEGO product as an adult? Select all that apply.
▢ Relating to a theme (Star Wars, Harry Potter, Disney, etc.) (1)

▢ Aesthetics, decor, or display (2)
▢ Nostalgia (3)
▢ Creativity (4)
▢ Other (5) __________________________________________________
Q11 Do you enjoy building large sets or small, quick builds?
50
o Large (1)
o Small (2)
o I have no preference (3)
Q12 Where do you typically purchase LEGO sets?
o LEGO Store (1)

o Online (2)
o Local retailers (3)
o I have not bought LEGO sets. (4)
51
Q13 How often do you see marketing for LEGO products?
o Never (1)
o Rarely (2)
o Occasionally (3)
o Frequently (4)
o All the time (5)
Q14 What social media do you use frequently? Select all that apply.
▢ TikTok (1)
▢ Instagram (2)
▢ Twitter (3)
▢ Facebook (4)
▢ Pinterest (5)
Q15 What factors would influence your decision to purchase a LEGO product? Select all the
apply.
▢ Price (1)
▢ Product features (2)
▢ Influencer recommendations (3)
▢ Nostalgia (4)
▢ Brand reputation (5)
▢ Other (6) __________________________________________________
Q16 What improvements or changes would encourage you to purchase LEGO products or
become a more avid fan? Select all that apply.
52
▢ More adult products (1)
▢ Variety in themes (2)
▢ Innovative features (3)
▢ More affordable pricing (4)
▢ Other (5) __________________________________________________
Q17 Have you ever played a LEGO game? (video game, board game, puzzle)
▢ Video game (1)

▢ Board game (4)
▢ Puzzle (2)
▢ None of the above (5)
Q18 How old are you?
o 18-21 (1)
o 22-24 (2)
o 25-28 (3)
o 29-31 (4)
o 31-34 (5)
o 35-39 (6)
o 40-45 (7)
o 50+ (8)
Q19 What is your gender?
53
o Female (1)
o Male (2)
o Non-binary (3)
o Prefer not to answer (4)
54
Appendix D: Memos
MEMO 1
Overview
The quantity and quality of LEGO’s TikTok’s were analyzed by the Cassidy
Connelly Consulting team. Over the designated analysis period, LEGO created a TikTok account
on September 5, where they began posting regularly. From Sept. 5 to Sept. 14, 2023, LEGO
exclusively posted videos related to the adult botanical sets. There were no videos posted
during this period that were not related to these sets.

As of September 14, 2023, LEGO has 220,300 TikTok followers. The company just created its
TikTok account at the beginning of this month, thus this follower count incurred only after 9
days.
Posts
Between September 5 – 14, LEGO posted six times. All the TikTok’s posted by the company
during these dates related to LEGO’s botanical sets. Four of these posts included text, one
included an influencer and one was a stop motion video. The influencer, @sweetlifeflora,
discusses how she suffered a traumatic brain injury and got into plants. She mentions how
building LEGOs has put her in touch with mindfulness. She mentions a study that says building
with LEGO bricks is good for wellbeing.
The TikTok videos utilize only a few hashtags and are not text heavy in the caption.
55
Likes
The six videos generated 16,953 likes total. The first video posted by LEGO gained 6,587 likes
and was the most liked video of the two-week period. This video was an introduction to the
account and included LEGO flowers popping into the video. The least liked TikTok was a video of
LEGO flowers showing the comparison between leaving work on Fridays versus showing up to
work on Mondays. This video received 1,108 likes. The calculated average amount of likes
received per post is 2,825.
Shares
LEGO’s TikTok account received 361 total shares during the two-week period. The video with
the most shares is the first video posted by the company. The video with the least number of
shares is the same video with the least number of likes. Due to this, we can identify that this
video was the least successful video during this period.
56
There were 734 total comments left on LEGO’s account during this period. LEGO generates an
average of 122 comments per post. The account regularly interacts with followers in the
comments. The comments are generally nice, as pictured in Figure 5 and 6.
Figure 19: Comment left on LEGO’s TikTok video
Figure 20: Comment left on LEGO’s TikTok video.

All the content shared to LEGO’s TikTok account were videos. TikTok allows users to post photo-
based slideshows on the platform, which could be beneficial to the company’s growth. The
company is also not using trending sounds, which could stunt the growth of the account.
57
Type of Post during DATE
Photo
Video
Due to the account being fresh, the team has ample opportunity to analyze LEGO’s strategy and
content on TikTok. Researchers will continue to evaluate LEGO’s TikTok account qualitatively and
quantitatively.
MEMO 2
Overview
58
The quantity and quality of LEGO’s TikTok’s were analyzed by the Cassidy Connelly Consulting
team. Throughout September 15-28, 2023, LEGO posted content revolving around the adult
botanical sets. The highest engagement was recorded on September 22. LEGO also averages 0.5
videos per day during this period. LEGO has seen an increase in every aspect (likes, views,
shares), except comments.

As of September 28, 2023, LEGO has 240,400 TikTok followers. This is a 9.1% increase compared
to the first analysis period.
Posts
Between September 15 – 28, LEGO posted 7 times. All the TikTok’s posted by the company
during these dates related to LEGO’s botanical sets. Specific botanical sets that are shown are
the wildflower bouquet set and orchid set. The TikTok that generated the most engagement was
a post about a London exhibit that featured LEGO and its partnership with a company called
“It’s Nice That.” Three of these posts were stop motion videos, two included an influencer,
@Sweetlifeflora, one was a video including text, and one was showcasing the temporary
London exhibit.
The TikTok videos still utilize only a few hashtags and are not text heavy in the caption.

59
Likes
The seven videos generated 59,524 likes total. The London exhibit video posted by LEGO gained
54,000 likes and was the most liked video of the two-week period. The least liked TikTok was a
video of influencer, @Sweetlifeflora, and her family building a LEGO botanical set. This video
received 540 likes. The calculated average amount of likes received per post is 8,503. This is a
251% increase from the first data period.
Bi-Weekly Post Likes

70,000
59,524
60,000
50,000
40,000
30,000
20,000 16,953
10,000
0 0 0
0
9/1 - 9/14 9/15 - 9/28 9/29 - 10/12 10/13 - 10/26 10/27 - 11/9
Shares
LEGO’s TikTok account received 9,917 total shares during the two-week period. The video with
the most shares is the video featuring the London exhibit. This is a 2547% increase from the
previous analyzation period, due to this London exhibit post.
Comments
60
There were 284 total comments left on LEGO’s account during this period, which is a 61%
decrease from the past period. LEGO generates an average of 40 comments per post. The
account regularly interacts with followers in the comments. The comments have been more
critical during this period, asking more questions and requesting different content, as pictured
in Figure 5 and 6.
Figure 26: Comment left on LEGO’s TikTok video about LEGO’s frequent posting of botanical sets.
Views
61
LEGO’s TikTok’s had 170% increase in views this period compared to last, at 658,200 views.
All the content shared to LEGO’s TikTok account were videos. LEGO's TikTok account has seen a
notable increase in engagement, with more likes, views, and shares. This could be due to the
video relating to the LEGO London exhibit. To understand this, future observations should focus
on specific content types and themes.
MEMO 3
Overview
Connelly Consulting team. Through Sept. 29- Oct. 12, 2023, LEGO posted
content revolving around the adult botanical sets. The highest engagement was recorded on
Oct. 12. LEGO's posting frequency is above average, with about 19 posts per day. The team can
assume that the intense increases seen throughout the memo was caused by a single LEGO
boutonnière video.

As of October 12, 2023, LEGO has 265,000 TikTok followers. This is a 10.2% increase compared
to the second analysis period.
62
Posts
Between Sept. 29 – Oct. 12, LEGO posted 10 times. All the TikTok’s posted by the company
during these dates related to LEGO’s botanical sets. The company posted more content relating
to the LEGO botanicals challenge where users made specific builds. The TikTok that generated
the most engagement was a post about a LEGO boutonnières and the design of them.
The TikTok videos still utilize only a few hashtags and are not text heavy in the caption.
Likes
The seven videos generated 308,084 likes total. The boutonnière video posted by LEGO gained
290,800 likes and was the most liked video of the two-week period. The least liked TikTok was a
video of micro-influencer, Christina Yan, and her botanical builds for the LEGO botanical
challenge. This video received 330 likes. This is a 417% total increase from the second data
period.
63
Shares
LEGO’s TikTok account received 75,149 total shares during the two-week period. The video with
the most shares is the video featuring the LEGO boutonnières. This is a 657.78% total increase
from the previous analyzation period.
Comments
There were 1,072 total comments left on LEGO’s account during this period, which is a
277.465% increase from the past period. The account regularly interacts with followers in the
comments. The comments have been more critical during this period, asking more questions
and requesting different content, as pictured in Figure 5 and 6.
64
Figure 32: Figure 4: LEGO's Number of Comments on TikTok from 9/29-10/12
Figure 33: Comment left on LEGO’s TikTok video about wanting LEGO to make a full wedding set.
Views
LEGO’s TikTok’s had 301.7% increase in views this period compared to last, at 2,644,500 total
views.
65
All the content shared to LEGO’s TikTok account were videos. Overall, LEGO has seen an increase
in every aspect (likes, views, shares, and comments). This is due to the popularity of the LEGO
flower content relating to weddings. We expect the account to keep up this consistent posting
strategy for the next analysis period.
MEMO 4
Overview
Connelly Consulting team. Through Oct. 13- Oct. 26, 2023, LEGO posted content
revolving around the adult botanical sets. LEGO's content performance has
experienced a notable decline, indicating a difficult period in terms of engagement. The team
has encountered challenges in identifying an explanation for the decline in overall engagement.

As of Oct. 26, 2023, LEGO has 268,400 TikTok followers. This is a 1.3% increase compared to the
previous analysis period. This marks the smallest rise observed throughout the entire analysis
period by the team.
66
Posts
Between Oct. 13- Oct. 26, LEGO posted 15 times. All the TikTok’s posted by the company during
these dates were centered around LEGO’s botanical sets. The company posted more content
relating to the LEGO botanicals challenge, inviting users to craft intricate and imaginative
creations. By dedicating more content to this challenge, LEGO is actively trying to engage with
its audience, but this content has not been successful. Despite the effort, the results have been
less than ideal. The content did not achieve the level of success that LEGO had hoped for,
indicating a need for further evaluation and adjustment of their strategy to better resonate with
their TikTok audience. The TikTok videos still utilize only a few hashtags and are not text heavy
in the caption.
Likes
The 15 videos generated 10,627 likes total. The highest engagement was recorded on Oct. 13
This post was a video of different variations of LEGO flower bouquets and different purposes for
them. This is a 96.6% total decrease from the second data period. The lowest performing post
was video of an influencer creating a DIY wreath out of LEGO botanical sets. This significant
drop raises concerns about LEGO's overall TikTok performance. The team has been unable to
identify a clear explanation or rationale behind the decline in likes and engagement overall.
67
Shares
LEGO’s TikTok account received 92 total shares during the two-week period. The video with the
most shares is the same video the received the greatest number of likes, featuring the LEGO
bouquets. This is 99.8% total decrease from the previous analyzation period.
Comments
There were 206 total comments left on LEGO’s account during this period, which is 80.1%
decrease from the past period. Viewers in the comments have become more vocal in expressing
their opinions and concerns. The comments have continued to be more critical during this
period and the last. A growing number of customers have become vocal in their requests for a
revision to the brands pricing, which is shown in Figures 6 and 7.
68
Figure 40: Comment left on LEGO’s TikTok video about wanting LEGO to make sets more
affordable.
Views
During this period, LEGO's TikTok also experienced a decline in views, with a 93.4% decrease
compared to the previous period, accumulating a total of just 172,910 views.
69
All the content shared to LEGO’s TikTok account were videos. Overall, LEGO has seen a
significant decrease in every aspect (likes, views, shares, and comments). While the team did
predict that the account would continue with the consistent posting strategy, we learned that
did not equate to an increase engagement.
70

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Final Report

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LEGO Final Research Report

JMC 436 Public Relations Research

Walter Cronkite School of Journalism and Mass Communication

Arizona State University

Management Team Members

Products and Services

Full Business Model

1. How effective is the use of influencers, celebrities, or collaboration posts in LEGO’s

The analyzed posts include:

Social Media Analysis – LEGO

The highest performing post was related

The highest performing post during the

Imagery that showcases behind-the-scenes glimpses of LEGO, such as stop-motion

LEGO shares content a few times a

Additionally, LEGO's audience on Instagram may be more accustomed to and interested in

LEGO does not use trending sounds in its content.

LEGO uses original sound

Engagement rates are

Traditional Media Analysis – LEGO

Over half of the articles in the

Social Media Analysis – Bandai Namco

The research team analyzed Bandai Namco’s Instagram and TikTok.

Bandai Namco’s highest

Figure 8: Bandai Namco promotional post for an October Event

Figure 9: Animated post highlighting the 2nd anniversary of Tales of Arise

Figure 10: Screenshot of all Bandai Namco's TikTok posts.

A TikTok featuring an influencer generated the most views.

Bandai Namco recently filmed a

Traditional Media Analysis – Bandai Namco

Figure 12: Screenshot of a Yahoo News story about Sand Land

At the beginning of this audit, three research questions were provided.

1. How effective is the use of influencers, celebrities, or collaboration posts in LEGO’s

Three research questions were developed for the qualitative research:

LEGO is seen by the participant as a creative and inclusive brand appreciated

Limitations of the Study

Three research questions were developed for the quantitative research:

RQ1: How effective is LEGO’s social media marketing among adults?

Table 1: Sample Demographics

Efficacy of LEGO’s social media marketing among adults

All the time

Main factors preventing adults from purchasing LEGO products

What factors would influence your decision to purchase a

Price Product features Influencer recommendations

More adult products Variety in themes Innovative features

LEGO’s TikTok (@LEGO)

Figure 147: LEGO's Number of Followers on TikTok from 10/27-11/9

Figure 19: LEGO's Number of Likes on TikTok from 10/27-11/9

Figure 21: LEGO's Number of Comments on TikTok from 10/27-11/9

Figure 22: LEGO's Number of Comments on TikTok from 10/27-11/9

This communication-based SWOT analysis provides a comprehensive overview of LEGO's

1. Allocate equal attention to all platforms to ensure engagement.

2. Examine affordable options and engage in pricing transparency.

3. Create a nostalgia campaign.

Appendix A: Interview Questions

1. When was the last time you purchased a LEGO set?

The interview took place on Oct. 13, 2023, at 12:46 p.m.

Participant: Yes of course.

Interviewer: Okay. Did you buy that?

Interviewer: Did your family ever have them?

Interviewer: Ok I see. How do you see LEGO in pop culture?

Participant: No, I think I covered everything.

o I do not agree to take this survey. (1)

Q2 Have you ever played with LEGO products?