Flip the Switch

113: The Building Blocks of LEGO’s Content & Fandom Strategy w/ James Gregson

Similar to the passion fans have for Disney, young kids and adults alike have deep emotional connections with LEGO.  In this week’s episode, James Gregson, creative director for LEGO Group’s internal creative agency, breaks down the content strategies that elicits that fandom and helps “inspire the builders of tomorrow.”    

The conversation covers the product partnerships and user-generated content that LEGO utilizes to strengthen relationships and bring new fans into the ecosystem and the creative process James’ team employs to build campaigns.


Show Notes

2:34    From Social Strategy to Full Content Strategy

5:37    Creating Impactful Content

8:20    Designing Content for Niche Audiences

10:07  Using Content to Attract New Fans

16:02  Defining Success in Campaigns

20:05  Campaigns with Unexpected Results

24:30  Encouraging Play within Adults

28:07  Crowdsourcing New Product Ideas

33:17  Creator and Influencer Partnerships

37:50  LEGO’s Brainstorming Process

45:18  Parting Advice


For more on topics covered in this episode:

View LEGO Content on Twitter | Instagram | YouTube | LEGO Ideas

LEGO Fans’ Product Ideas 

LEGO Collaborations: Target | Adidas All-Star

Carolina Panthers’ 2022 Schedule Release

Episode 105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn 

Connect with James on Twitter and LinkedIn

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Flip the Switch

101: Evoking Emotional Connections with Fans Through Content w/ Zhanee Anderson

When we think about the fan experience today, it’s not just about their experience at a live event but how they interact directly and indirectly, how they engage and connect with your brand emotionally 24/7.  

This episode, we are joined by rising star Zhanee Anderson from the University of Texas creative team.  Throughout the conversation, David and Zhanee touch on creating for different brands and audiences, developing emotional engaging stories and infusing personal styles into content.  


Show Notes

3:12   Learning About a Brand’s Voice and Audience

8:01   Balancing the Workload and Time Management

9:44    Managing Content for the UT Brand vs. Individual Teams

12:45    Creating Content for Specific Audiences

15:43    Everything’s Content

18:35    Providing Access through Social

21:59    Striking Compromises and Deciding What’s Feasible

23:50    Emotion > Quality Content

26:57    Using Content to Drive Real Conversations

35:23    Infusing Personal Creativity into Content

39:15    Moving Beyond The “Intern Running Social Media”

41:31    Zhanee’s Billboard


For more information on topics covered this episode:

Check out some of Zhanee’s work: 

Texas’ Real Conversations – Black History Month

Texas Women’s Soccer: Facebook | Twitter | Instagram 

Connect with Zhanee on Twitter | LinkedIn

Our other Longhorn podcast:

Ep. 2 –  How Emotional Connections Lead to Economic Outcomes w/ Drew Martin


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