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How LEGO Group used Twitter to #RebuildTheWorld
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twtr-rte-spacing--200 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-0"><span class="twtr-type--bold-200">Case Study</span></span></p><h1><span class="twtr-color--gray-0"><span class="twtr-type--bold-700r">How LEGO Group used Twitter to #RebuildTheWorld</span></span></h1> </div> </div> </div> </div> </div> </div> </div> </div> <div class="ct01__column twtr-col-md-3 "> <div class="ct01__wrapper "> </div> </div> </div> </div> <div class="ct01__background"> <picture> <source srcset="https://web.archive.org/web/20230123151230im_/https://cdn.cms-twdigitalassets.com/content/dam/marketing-twitter/na/en/success-stories/lego/twitter-marketing-lego-case-study-header-image-dragon.jpg.twimg.768.jpg" media="(max-width: 600px)"/> <source srcset="https://web.archive.org/web/20230123151230im_/https://cdn.cms-twdigitalassets.com/content/dam/marketing-twitter/na/en/success-stories/lego/twitter-marketing-lego-case-study-header-image-dragon.jpg.twimg.2560.jpg" media="(min-width: 1920px)"/> <img src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-src="/content/dam/marketing-twitter/na/en/success-stories/lego/twitter-marketing-lego-case-study-header-image-dragon.jpg.twimg.1920.jpg" width="2000" height="1125" alt data-object-fit="cover" class="ct01__background-img lazyload"/> </picture> <div class="ct01__background-tint twtr-background__tint background__tint--highTint"></div> </div> </div> </div> <div class="ct01-columns aem-GridColumn aem-GridColumn--default--12"> <div class="ct01 twtr-padding__section--top twtr-padding__section--bottom "> <div class="ct01__content twtr-container "> <div class="ct01__item twtr-grid "> <div class="ct01__column twtr-col-md-7 "> <div class="ct01__wrapper "> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component twtr-component--first"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h4><span class="twtr-color--gray-900"><span class="twtr-type--bold-400r">Key results</span></span></h4> </div> </div> <div class="ct01-columns twtr-component"> <div class="ct01 twtr-padding__paragraph--top twtr-padding__paragraph--bottom has-no-gutter "> <div class="ct01__content "> <div class="ct01__item twtr-grid "> <div class="ct01__column twtr-col-md-6 "> <div class="ct01__wrapper is-horizontally-centered"> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component--last twtr-component twtr-component--first"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900"><span class="twtr-color--blue-400"><span class="twtr-type--bold-700">92,000+</span></span><br/><span class="twtr-color--gray-500">Tweets of #RebuildTheWorld</span></span></p> </div> </div> </div> </div> <div class="ct01__column twtr-col-md-6 "> <div class="ct01__wrapper is-horizontally-centered"> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component--last twtr-component twtr-component--first"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900"><span class="twtr-color--blue-400"><span class="twtr-type--bold-700">35%</span></span><br/> <span class="twtr-color--gray-500">increase in positive sentiment<sup>1</sup></span></span></p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h2><span class="twtr-color--gray-900"><span class="twtr-type--bold-600r">The opportunity</span></span></h2> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">Few brands are more iconic around the world than <a href="https://web.archive.org/web/20230123151230/https://twitter.com/intent/user?screen_name=LEGO_Group" rel="nofollow">@LEGO_Group</a>. For over 60 years, LEGO brand empowered hundreds of millions to experience joy, brick by brick. </span></p> <p><span class="twtr-color--gray-900">In 2019, this global brand faced a modern-day challenge: How could they inspire people of all ages to unleash their creativity and retain those skills through the infinite possibilities of LEGO play? That’s when they turned to Twitter. </span></p> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h2><span class="twtr-color--gray-900"><span class="twtr-type--bold-600r">The strategy</span></span></h2> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component--last twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">LEGO brand launched a global campaign on Twitter with a new message inspiring creativity and imagination for people of all ages. The brand was confident that launching this message on Twitter would drive results for its <a title="Hashtag" href="https://web.archive.org/web/20230123151230/https://twitter.com/hashtag/RebuildTheWorld" target="_blank" rel="nofollow noopener noreferrer">#RebuildTheWorld</a> campaign. Why? Because Twitter is where people go to discover what’s new, and brands who launch on Twitter are 2X more likely to meet their KPIs than those who do not.<sup>2</sup></span></p> <p><span class="twtr-color--gray-900">LEGO Agency, the brand’s in-house creative agency, followed Twitter’s “Tease, Reveal, and Reinforce” framework and strategically used a number of ad products to take over the Twitter timeline, including <a href="https://web.archive.org/web/20230123151230/https://marketing.twitter.com/na/en/solutions/unleash-the-power-of-video/launch-something-new-with-video" rel="nofollow">First View</a>, <a href="https://web.archive.org/web/20230123151230/https://marketing.twitter.com/na/en/solutions/create-engagement/expanding-reach" rel="nofollow">Promoted Trend</a> and <a href="https://web.archive.org/web/20230123151230/https://blog.twitter.com/en_us/topics/product/2020/twitter-announces-promoted-trend-spotlight-goes-global.html" target="_blank" rel="nofollow noopener noreferrer">Promoted Trend Spotlight</a>, Twitter’s most valuable space. Spotlight, a 24-hour takeover of the Explore tab — Twitter’s collection of trending topics and hashtags — put LEGO brand’s message at the forefront of conversation.</span></p> </div> </div> </div> </div> <div class="ct01__column twtr-col-md-4 twtr-offset-1-md "> <div class="ct01__wrapper "> <div class="m03-follow-twitter-account twtr-component twtr-component--first"> <div class="m03 twtr-spacing--pbr-700"> <div class="m03__item"> <div class="m03__wrapper"> <div class="m03__avatar"> <img src="data:image/svg+xml;charset=utf-8,<svg xmlns='http://www.w3.org/2000/svg' width='24' height='24' viewBox='0 0 24 24'><defs><style>.cls-1{fill:%23bcbcbc}</style></defs><path id='bounds' opacity='0' d='M0 0h24v24H0z'/><path class='cls-1' d='M23.643 4.937c-.835.37-1.732.62-2.675.733.962-.576 1.7-1.49 2.048-2.578-.9.534-1.897.922-2.958 1.13-.85-.904-2.06-1.47-3.4-1.47-2.572 0-4.658 2.086-4.658 4.66 0 .364.042.718.12 1.06-3.873-.195-7.304-2.05-9.602-4.868-.4.69-.63 1.49-.63 2.342 0 1.616.823 3.043 2.072 3.878-.764-.025-1.482-.234-2.11-.583v.06c0 2.257 1.605 4.14 3.737 4.568-.392.106-.803.162-1.227.162-.3 0-.593-.028-.877-.082.593 1.85 2.313 3.198 4.352 3.234-1.595 1.25-3.604 1.995-5.786 1.995-.376 0-.747-.022-1.112-.065 2.062 1.323 4.51 2.093 7.14 2.093 8.57 0 13.255-7.098 13.255-13.254 0-.2-.005-.402-.014-.602.91-.658 1.7-1.477 2.323-2.41z'/></svg> " data-src="https://web.archive.org/web/20230123151230/https://pbs.twimg.com/profile_images/1198949412237709313/kXmJNLLH_200x200.jpg" alt="LEGO_Group" class="m03__avatar-image lazyload" data-emptytext="Image"/> </div> <div class="m03__account-wrapper"> <div class="m03__account"> <a href="https://web.archive.org/web/20230123151230/https://twitter.com/LEGO_Group" target="_blank" rel="noopener"> <span class="m03__account-name twtr-color--dark-gray-neutral twtr-type--bold-24">LEGO</span> <span class="m03__account-handle twtr-color--light-gray-neutral twtr-type--normal-14">@LEGO_Group</span> </a> </div> <div class="m03__follow-button"> <a href="https://web.archive.org/web/20230123151230/https://twitter.com/intent/follow?screen_name=LEGO_Group" class="m03__button twtr-btn twtr-btn--secondary twtr-btn--size-default twtr-btn-color--secondary-blue"> <svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" viewbox="0 0 24 24" aria-hidden="true" focusable="false" role="none" class="b03__icon twtr-icon twtr-color-fill--blue-logo"> <path opacity="0" d="M0 0h24v24H0z"/> <path d="M23.643 4.937c-.835.37-1.732.62-2.675.733.962-.576 1.7-1.49 2.048-2.578-.9.534-1.897.922-2.958 1.13-.85-.904-2.06-1.47-3.4-1.47-2.572 0-4.658 2.086-4.658 4.66 0 .364.042.718.12 1.06-3.873-.195-7.304-2.05-9.602-4.868-.4.69-.63 1.49-.63 2.342 0 1.616.823 3.043 2.072 3.878-.764-.025-1.482-.234-2.11-.583v.06c0 2.257 1.605 4.14 3.737 4.568-.392.106-.803.162-1.227.162-.3 0-.593-.028-.877-.082.593 1.85 2.313 3.198 4.352 3.234-1.595 1.25-3.604 1.995-5.786 1.995-.376 0-.747-.022-1.112-.065 2.062 1.323 4.51 2.093 7.14 2.093 8.57 0 13.255-7.098 13.255-13.254 0-.2-.005-.402-.014-.602.91-.658 1.7-1.477 2.323-2.41z"/> </svg> Follow </a> </div> </div> </div> </div> </div> </div> <div class="m01-tagsList twtr-component"> <div class="m01 twtr-spacing--pbr-700"> <div class="m01__header twtr-type--bold-100">Tags</div> <ul class="m01__tags"> <li class="m01__tag-item twtr-type--roman-100">Retail</li> <li class="m01__tag-item twtr-type--roman-100">B2B</li> <li class="m01__tag-item twtr-type--roman-100">B2C</li> <li class="m01__tag-item twtr-type--roman-100">Case Study</li> <li class="m01__tag-item twtr-type--roman-100">Creative Canvas</li> <li class="m01__tag-item twtr-type--roman-100">Launch on Twitter</li> <li class="m01__tag-item twtr-type--roman-100">CPG</li> <li class="m01__tag-item twtr-type--roman-100">North America</li> </ul> </div> </div> <div class="b24-share-tweet twtr-component"> <div class="b24__wrapper twtr-spacing--pbr-700"> <button class="b24 b24--btn b24--gray-50 b24--jumbo" data-text="How LEGO Group used Twitter to #RebuildTheWorld" 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</div> </div> </div> </div> </div> </div> <div class="ct01-columns aem-GridColumn aem-GridColumn--default--12"> <div class="ct01 twtr-padding__section--top twtr-padding__section--bottom twtr-background--gray-50 has-no-gutter "> <div class="ct01__content "> <div class="ct01__item twtr-grid "> <div class="ct01__column twtr-col-md-12 "> <div class="ct01__wrapper "> <div class="ct04-panels twtr-component twtr-component--first"> <div class="ct04 twtr-padding__nested--top twtr-padding__section--bottom"> <div class="ct04__item"> <div class="ct04__panels twtr-container "> <div class="ct04__panel ct04__panel--left is-second"> <div class="ct04__bg ct04__bg--left "> <!-- /* Video component Left */--> </div> <div class="ct04__panel-content ct04__panel-content--left is- "> <div class="tw10-embedded-tweet twtr-component-space--md"> <!--tw10-embedded-tweet__item--> <div class="tw10-embedded-tweet__item promoted-tweet promoted-tweet-none publicview" data-tweet-id="1173219961080352769" data-tweet-width="400" data-tweet-conversation="all" data-tweet-cards="visible" data-tweet-theme="light"> </div><!--/tw10-embedded-tweet__item--> </div> </div> </div> <div class="ct04__panel ct04__panel--right is-first"> <div class="ct04__bg ct04__bg--right "> <!-- /* Video component Right*/--> </div> <div class="ct04__panel-content ct04__panel-content--right is-"> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h2><span class="twtr-color--blue-400"><span class="twtr-type--bold-800r">01</span></span></h2> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h3><span class="twtr-color--gray-900"><span class="twtr-type--bold-500r">Tease with short videos.</span></span></h3> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">Two days before the announcement of the <a title="Hashtag" href="https://web.archive.org/web/20230123151230/https://twitter.com/hashtag/RebuildTheWorld" target="_blank" rel="nofollow noopener noreferrer">#RebuildTheWorld</a> campaign, <a title="Handle" href="https://web.archive.org/web/20230123151230/https://twitter.com/intent/user?screen_name=LEGO_Group" target="_blank" rel="noopener nofollow noopener noreferrer">@LEGO_Group</a> Tweeted out an intriguing, brief teaser video to build anticipation and buzz.</span></p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="ct04-panels twtr-component"> <div class="ct04 twtr-padding__nested--top twtr-padding__section--bottom"> <div class="ct04__item"> <div class="ct04__panels twtr-container "> <div class="ct04__panel ct04__panel--left is-second"> <div class="ct04__bg ct04__bg--left "> <!-- /* Video component Left */--> </div> <div class="ct04__panel-content ct04__panel-content--left is- "> <div class="tw10-embedded-tweet twtr-component-space--md"> <!--tw10-embedded-tweet__item--> <div class="tw10-embedded-tweet__item promoted-tweet promoted-tweet-none publicview" data-tweet-id="1173922149351993346" data-tweet-width="400" data-tweet-conversation="all" data-tweet-cards="visible" data-tweet-theme="light"> </div><!--/tw10-embedded-tweet__item--> </div> </div> </div> <div class="ct04__panel ct04__panel--right is-first"> <div class="ct04__bg ct04__bg--right "> <!-- /* Video component Right*/--> </div> <div class="ct04__panel-content ct04__panel-content--right is-"> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h2><span class="twtr-color--blue-400"><span class="twtr-type--bold-800r">02</span></span></h2> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h3><span class="twtr-color--gray-900"><span class="twtr-type--bold-500r">Reveal with premium, high-impact takeovers.</span></span></h3> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">On launch day, <a title="Handle" href="https://web.archive.org/web/20230123151230/https://twitter.com/intent/user?screen_name=LEGO_Group" target="_blank" rel="nofollow noopener noreferrer">@LEGO_Group</a> shared the full version of the video using <a href="https://web.archive.org/web/20230123151230/https://blog.twitter.com/en_us/topics/product/2020/twitter-announces-promoted-trend-spotlight-goes-global.html" rel="nofollow">Promoted Trend Spotlight</a> in the UK, taking over the Explore tab for a full 24 hours. Coupled with <a href="https://web.archive.org/web/20230123151230/https://marketing.twitter.com/na/en/solutions/create-engagement/expanding-reach" rel="nofollow">Promoted Trend</a> + <a href="https://web.archive.org/web/20230123151230/https://marketing.twitter.com/na/en/solutions/unleash-the-power-of-video/launch-something-new-with-video" rel="nofollow">First View</a> in 10 EU markets, LEGO brand maximized reach and interest at launch, and during the campaign even included a custom branded emoji whenever its hashtag was Tweeted, immediately making the brand part of the conversation.</span></p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="ct04-panels twtr-component--last twtr-component"> <div class="ct04 twtr-padding__nested--top twtr-padding__section--bottom"> <div class="ct04__item"> <div class="ct04__panels twtr-container "> <div class="ct04__panel ct04__panel--left is-second"> <div class="ct04__bg ct04__bg--left "> <!-- /* Video component Left */--> </div> <div class="ct04__panel-content ct04__panel-content--left is- "> <div class="tw10-embedded-tweet twtr-component-space--md"> <!--tw10-embedded-tweet__item--> <div class="tw10-embedded-tweet__item promoted-tweet promoted-tweet-none publicview" data-tweet-id="1186281091520499716" data-tweet-width="400" data-tweet-conversation="all" data-tweet-cards="visible" data-tweet-theme="light"> </div><!--/tw10-embedded-tweet__item--> </div> </div> </div> <div class="ct04__panel ct04__panel--right is-first"> <div class="ct04__bg ct04__bg--right "> <!-- /* Video component Right*/--> </div> <div class="ct04__panel-content ct04__panel-content--right is-"> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h2><span class="twtr-color--blue-400"><span class="twtr-type--bold-800r">03</span></span></h2> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h3><span class="twtr-color--gray-900"><span class="twtr-type--bold-500r">Reinforce with In-Stream Sponsorships and creators.</span></span></h3> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">To reinforce its message in the US, LEGO brand aligned with Twitter's sponsorship program to run pre-roll ads against premium highlights of professional football games. With this strategy, they aimed to inspire people at a moment of heightened passion and receptivity. </span></p> <p><span class="twtr-color--gray-900">The campaign also featured creators showcasing their LEGO bricks creations in order to inspire the next generation of problem-solvers.</span></p> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="ct01-columns aem-GridColumn aem-GridColumn--default--12"> <div class="ct01 twtr-padding__section--top twtr-padding__section--bottom "> <div class="ct01__content twtr-container "> <div class="ct01__item twtr-grid "> <div class="ct01__column twtr-col-md-7 "> <div class="ct01__wrapper "> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component twtr-component--first"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <h2><span class="twtr-color--gray-900"><span class="twtr-type--bold-600r">The success</span></span></h2> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">The campaign was an immediate success. According to social media measurement firm Crimson Hexagon, the <a title="Hashtag" href="https://web.archive.org/web/20230123151230/https://twitter.com/hashtag/RebuildTheWorld" target="_blank" rel="nofollow noopener noreferrer">#RebuildTheWorld</a> hashtag was repeated nearly 100,000 times during the first four days after launch, generating hundreds of thousands of campaign impressions. Positive sentiment for LEGO-branded keywords increased by 35 percent, and the <a title="Hashtag" href="https://web.archive.org/web/20230123151230/https://twitter.com/hashtag/RebuildTheWorld" target="_blank" rel="noopener nofollow noopener noreferrer">#RebuildTheWorld</a> campaign generated positive coverage in major industry and mainstream media outlets.</span></p> </div> </div> <div class="tw10-embedded-tweet twtr-component-space--md twtr-component"> <!--tw10-embedded-tweet__item--> <div class="tw10-embedded-tweet__item promoted-tweet promoted-tweet-none publicview" data-tweet-id="1174350020264517634" data-tweet-width="400" data-tweet-conversation="all" data-tweet-cards="visible" data-tweet-theme="light"> </div><!--/tw10-embedded-tweet__item--> </div> <div class="tw10-embedded-tweet twtr-component-space--md twtr-component"> <!--tw10-embedded-tweet__item--> <div class="tw10-embedded-tweet__item promoted-tweet promoted-tweet-none publicview" data-tweet-id="1174122769317019656" data-tweet-width="400" data-tweet-conversation="all" data-tweet-cards="visible" data-tweet-theme="light"> </div><!--/tw10-embedded-tweet__item--> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900">By starting with Twitter’s influential and receptive audience, LEGO brand successfully shifted perception — an overwhelming challenge for any well-established company. The campaign further demonstrated how Twitter helps brands break through when they are looking to build awareness or interest for something new. Not convinced? Hear directly from LEGO brand’s global director of social media: </span></p> </div> </div> <div class="b14-quote twtr-component-space--md twtr-component"> <div class="b14 b14-quote-hanging"> <blockquote class="b14__quote-container"> <p class="b14__quote-text twtr-color--blue-dark twtr-type--headline-md">When we wanted to launch our first brand campaign in years, we turned to Twitter’s Promoted Trends and Promoted Trend Spotlight. With Spotlight, we were able to pair our creative video asset with a high-impact placement that helped us drive awareness, generate tens of thousands of mentions, and inspire new conversations around our brand and the campaign.</p> </blockquote> <div class="b14__horizontal-rule"></div> <div class="b14__author has-md-text"> <span class="b14__author-name twtr-color--blue-dark twtr-type--bold-16">Ambreena Budaly (@iambreena), Global Director, Social Media at LEGO Group</span> </div> </div> </div> <div class="b02-rich-text-v2 twtr-rte-v2 twtr-component--last twtr-component"> <div class="b02-v2 twtr-rte-spacing--400 twtr-color--gray-700 twtr-component-space--md"> <p><span class="twtr-color--gray-900"><i><span class="twtr-type--roman-50">Sources:<br/> 1. Key Result 1: Crimson Hexagon, global conversation volume around LEGO branded terms, September 16-20, 2019<br/> 2. 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