How Lego marketing communication meet Australian Legal and Ethical obligation?

Lego Marketer-L3 Camfaign The Lego marketing strategist acknowledged that oonsumer behaviour has changed; their perception of games and learning has evolved in the digital age and consumers have become more sophisticated and demanding. The intemet and social media platforms have changed the consumer view of social interaction and has become their main communication channel and accordingly the company needed to keep up with the change. A major shift in their marketing stIategy took place and Lego embarked in the digital platform and launched a Digital Marketing Strategy. Their strategy focussed on creating a community of consumers that are engaged with the brand. [in their digital platform they managed to reach each oftheir consumer segments {aduits 3: children}. To engage and raise the interest ofthe children's target group, an app was created where children could share pictures oftheir created Lego designs; the app was called "Lego Life". To engage with adults, and generate ideas for the brand, Lego has created an online community for its adult fans where they can share new ideas for new Lego designs and products; members get to vote, and the winning idea will be produoed. On social media, the strategy focused on engaging with customers on the main platforms: Facebook, InstagramI and 1'l'rouTube. l Facebook page +13 million followers - Page updated regularly l Instagram page +11- million followers. similar content as Facebook 4 YouTube's 10.04- billion views. Their channel offers promotional, educational, and how-to videos that promote the company's brand. Lego fan channels, such as "Beyond the Brick" a YouTube channel, has over 321,\" subscribers. Conclusion Staying the to their oore oomp-etency while never losing sight oftheir consumer was the key driver behind their success. Engaging and Involving customers in generating business ideas, along with adaptng their product and business model to their ever-changing customer's needs and preferenoes, allowed them to retain their loyal customers and further grow their business