Lego Case Study

1. Which of the three personas does the Lego Group spend the most social media marketing time and effort? It is likely that different personas will emerge for the Lego Group over time? Explain.


   Within the personas, the three personas who engage the most are the top three listings: Lead User, 1:1 Community, and Connected Community. Yes, as technology and people age, there will definitely be different personas that emerge. The generation of children that play with legos now may be a new persona target as they purchase legos for their own children. 

2. What factors may have influenced the Lego Group's target marketing decisions?

   As parents are the ultimate purchaser of Legos and children are the ones being targeted to as well, there is a broad mix of users that the Lego group had to focus on. By breaking it down by purchasing and usage rates, Lego was able to create these personas to better target their consumers.

3. This case study indicates that the Lego Group believes its optimal target audience are young boys. Based on principles from the chapter, who do you think the company’s secondary optimal target audiences might be? What social media marketing efforts might help the company reach those other audiences?

    I think the secondary optimal target audience are parents - either mothers or fathers - who are the ultimate decision maker of the purchase of legos. Although these advertisements are targeted to young boys, the parents will complete the purchasing decision.

4. How does identifying a target audience with personas help a company select the best social media platforms to focus its social media marketing efforts on?