The Let’s Build Together campaign was intended to support people rather than sell products, the LEGO Group’s social media head has confirmed.
LEGO Head of Social Studio James Gregson has discussed the Let’s Build Together campaign, which sought to provide content via social media to support families affected by coronavirus measures such as lockdown.
He explained during a virtual Brand Film Awards U.S. workshop: “There never was, or will be, a strong commercial component; our goal wasn’t to sell products, but to support people while they are at home.”
Content was shared across multiple platforms quickly, PR Week reports. It “galvanised the entire organisation to look at social in a very different way,” Gregson said. “Because we didn’t have access to a TV production company, we didn’t want to pull together a large-scale TV spot. We wanted to be truly agile and practice action over perfection and reach people as quickly as we can.”
During the conversation, he indicated that ‘inspiring the builders of tomorrow’ continues to be a vital mantra when devising new campaigns. “It inspires everything we do both creatively, strategically and in marketing, as well. Everything we put out across social should inspire people, whether that’s creatively, to buy a product or for parents to get out their old bricks and build with their kids.”