Brands today seek a model that can sustain itself through all ups and downs in the economy, and that ideal model is nothing but communities. Since this is a relatively unexplored area, community-led growth involves a lot of trial and error. Let’s look into one such brand that has made a benchmark model of community building.
Lego has paved its way from being a beloved toy to a growing kid to being a genuine passion for a senior today. The brand has become a daily part of the global life. It is hard to think of something so elementary as becoming a significant part of today's world. Through its various community-building strategies, the Danish brand has reached the pinnacle of community-led growth.
One of the key tactics used by Lego to build its community is the division of its audience and targeting them with specific strategies and methods to appeal to them. By adapting to the needs of each specific community, they offered the segments various modes of engagement aiding the growth of their brand name into the household.
Some of these methods include quizzes and games for kids while creating forums and meet-ups in either offline or online platforms for adults. Another interesting way the brand promoted communities is by buying them out for a very good amount. Such acquisitions of those like BrickLink will promote other smaller communities to keep growing.
Lego has promoted various established communities by creating its networking platform called the "Lego Ambassador Network". In the platform, the brand lets members host various meetings all over the globe to organise events. This also lets the fans give out their opinions and suggestions which are taken seriously by the brand.
By setting up a benchmark of 10,000 upvotes for prototypes, Lego has created the concept of co-creating products along with its superusers. Such interaction is therefore creating a beneficial environment for both the brand and its community. Therefore, Lego has become what it is today by joining hands with its communities.
