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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Tip of the Day

Is TikTok Resumes the Future of Hiring?

Last week, social media platform TikTok announced a short-term pilot program, called TikTok Resumes, where users create a video resume, post it, and then send that video to recruiters through the app. More than 30 companies including Chipotle, Target, and Shopify signed up to accept resumes for the pilot, which will last until July 31. 

Here are two reasons why we love this program as the future of recruiting:

  1. A New Future for Recruiting?- Whether this TikTok pilot program turns into a full-time service offering or some other platform emerges to fill the gap, clearly the standard recruiting process is somewhat broken, especially for entry level and creative jobs. Does a cover letter truly express a candidate’s abilities or only give evidence a person can copy a template from google and tweak it appropriately? You can’t fake a three minute video but you can let your personality shine through and show why you are deeply passionate about a company and its mission. 
  2. Meet Your Candidate Pool Where They Are – If people are already spending their time creating content for the TikTok, why not eliminate frictions and allow them to easily apply for a job with your company through the social network? There’s a good chance that as an employer you can reach a wider audience than simply posting on a job board. In my opinion, this makes so much sense for roles like the Detroit Pistons’ video producer where a candidate’s video can quickly highlight the relevant skill set. 

Time will tell whether video resumes begin widely replacing paper resumes and cover letters for recruiters but I’m bullish that this TikTok pilot represents the start to a changing of the guard. Worst case scenario, I have to imagine evaluating candidates will be way more entertaining.

From conversations with multiple organizations, hiring has been challenging coming out of the pandemic, specifically for gameday staff with the season around the corner. Could this pilot program inspire you to change your HR process and attract younger, more digitally native employers? 

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