VIRAL BUILDING BLOCKS: How the Lego marketing campaign took a risk

Everyday we wake up to new viral videos and content that is spreading across the internet at the speed of light. But how did it exactly become viral? Was it viral marketing, simply luck or a random occurrence that has made the piece of content so successful.

We have become so accustomed to seeing these viral sensations that we never ask ourselves, "What were the building blocks behind this piece of content that has made it so successful?" The answer is, they aren't playing safe.

In 2019, it had been more than 30 years since the favourite toy brand Lego had run a global campaign. Titled 'Rebuild the World', the campaign follows a clever rabbit and a terrible hunter in a creative chase through a world built from Lego.

The YouTube video has been watched by more than 6 million people and it has been shared almost 3 thousand times on Facebook.

So how did this campaign become so successful? Firstly it took a risk and a potentially controversial stance on social issues. Secondly, it was remarkable and worthy of being shared, not only could kids enjoy the video, adults also had some fun.

The Hunter Becomes the Hunted In Lego's 'Rebuild the World' Campaign

When we look at this campaign we can see that it features elements of Jonah Berger's STEPPS model. That is that it contains, Social Currency, Triggers, Emotions, Public, Practical Value and Stories, that hook the viewer and allow them to participate in the video content.

As most people are aware of the brand Lego, the campaign does more than just promote a product, it gives people something to talk about, therefore increasing word of mouth amongst target public's. The campaign plays with the emotions of the viewer in a positive way as we root for the rabbit to get away from the hunter. As it shares a narrative/story for people to watch, people are kept entertained. The viewer is then more likely to share the story while making the connection to the favourite toy Lego.

It would have been risky to come out with a marketing campaign after 30 years of silence, however by doing so, Lego has reinstated its brand in the minds of many millennial and taken a stance on some social issues found in today's society. They established a brand that cares about more than just its products to stand out from their completion. It pays to not be safe.

Do you think that more brands should take more of a risk by showcasing societal social issues in their marketing campaigns?