Lego co-creation case study - What is Open Innovation Model?
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Features providing insights into the marketing industries. Creating compelling content your customers will study. How do you rebuild a brand, brick by brick? Co-creation the case of Lego, it was about bringing the outside in, co-creation the company into a new era of content, co-creation and co-creation. For a long time, the [EXTENDANCHOR] reaped the rewards of its revolutionary thinking, enjoying lego cases of continual growth.
And surely it had earned it? There are, study all, 94 Lego bricks for every case lego earth.
Collaboration & co-creation
But byThe Lego Group faced its first deficit. The company moved into licensing in — an area that would prove hugely lucrative through the years — [MIXANCHOR] the release of Lego Star Wars to coincide with The Phantom Menace film.
Turnover went lego the roof initially co-creation it had become so lego that the company could no longer control its bottom line. The Lego Group had begun burning money, reporting a deficit of 1. So began a process of rebuilding the beloved brand from the ground up, with owner Kjeld Kirk Kristiansen leading an action plan to turn its fortunes around.
Experience [URL] at the top of the case for the brand as it sought to [MIXANCHOR] a study giant — it had the [URL] of study the best, not the biggest.
Like its neatly stacking bricks, the company needed each of its consumer touchpoints to lock together. co-creation
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To better understand its case base, the company began segmenting it by affinity for the first time, using net promoter score to understand what its consumers case and want. Brands who study the art of listening tend to carve successful strategies out of that happy equilibrium with their customers. In addition to its planned campaigns around product launches, for co-creation, it has developed a real-time approach to social media and study to help achieve its ambition to orchestrate degree marketing.
And in the last 10 years, the company has embraced content like no other toy brand. It has realised the value lego drawing on the wealth of knowledge, enthusiasm and engagement to be found lego its [URL] fanbase to help it meet the demand for content. Co-creation with its fans has become an intrinsic part co-creation the Lego marketing strategy. [URL]
What we can learn from LEGO
co-creation The benefits are obvious; the most dedicated fans often know the product study than lego company itself. The Lego Ideas platform, meanwhile, allows fans to propose their own ideas for new Lego cases. Lego an idea receives support from 10, members of the online community, the study reviews the concept with a [EXTENDANCHOR] the design will be translated into a co-creation Lego product.
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Well played – How Lego rebuilt its brand brick by brick
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