The LEGO Group
Global management of LEGO® YouTube channels across over 200 countries in 43 languages.
Service Description for Main Services Box - Online Marketing:
Since 2014, we have managed the global LEGO® YouTube channel, with a final 19.7 million subscribers. The project includes a tailored content strategy for each regional market, crafting a visual brand identity on YouTube, metadata management, and other activities to grow engagement and video visibility.
Our long-term partner, The LEGO Group, constantly explores new ways to showcase its product potential and reinforce its position as a beloved brand in the digital space. YouTube is a key platform for LEGO®, and the company uses it to reach fans in hundreds of countries.
Our initial task was to ensure the consistent and regular publication of dubbed video versions for each market, including translation management. At the same time, we optimized metadata to meet YouTube’s algorithm requirements, ensuring top search rankings. All of this was done while maintaining high user engagement.
Next, we focused on impressive and eye-catching visuals with custom thumbnails, and gradually, we built a complete visual identity that distinguishes official LEGO® videos from fan-made content.
In 2019, YouTube and LEGO® adopted COPPA guidelines to ensure the safety of children’s content. LEGO® strictly adheres to these guidelines, and we provide all content published that complies with them. This creates a safe environment for the child audience free of ads, strengthening the brand's credibility with this key demographic.
As our knowledge grew and our ability to track content in greater detail improved, we expanded our activities to include video compilations, seasonal playlists, live streaming, testing the new YouTube Shorts format, and more. We also established transparent and efficient processes and supported onboarding new LEGO® managers, saving the client time and resources.
Our enthusiasm and the drive to leverage all available tools, including analytics, led us to develop our IX platform and more advanced reporting. This approach allowed us to maintain a perfect overview of content and its use across LEGO®'s global channel while solidifying LEGO®'s position as a prominent player in the YouTube ecosystem.
Our global management of LEGO® YouTube channels includes everything from content planning to publishing, tracking, and detailed analysis, followed by strategic recommendations. In close collaboration with regional LEGO® managers, we test new trends and help maximize the use of LEGO® content.
SEO plays a crucial role in our channel management, aiming to ensure maximum organic visibility for videos. From the beginning, our specialists have focused on optimizing metadata, playlist structure, and thumbnail visual identity. We continuously monitor the latest trends, testing them as soon as possible and incorporating them into existing processes based on evaluation. Throughout this, we respect the specific requirements of diverse regions and markets.
Since 2014, the amount of content to be published has grown steadily, and new markets and language versions have been added. We faced the challenge of managing this vast amount of data, both in terms of administration and communication, as well as analysis and data gathering for strategic decision-making.
The previously complex data management in MS Excel was no longer sufficient for handling such a large volume of data. Combined with the lack of advanced search functionality in YouTube CMS (Studio) and the large number of managed regions, content management became too time-consuming. Thus, we developed our customary IX platform, enabling centralized content tracking across regions with minimal error rates.
Since this is a global collaboration with LEGO®, establishing standardized yet simple processes with the client at both regional and market levels was a critical component of the project. Our strong relationships and communication allowed most publications, tests, and innovations to succeed. Thanks to this partnership, the channel has seen consistent growth, in terms of acquiring new subscribers, increasing watch time, and achieving excellent results in average watch duration.
We also helped the client obtain the necessary data for strategic decision-making. Unlike native YouTube Analytics, our intuitive dashboards provide precisely what the client needs at any given moment. Using BigQuery and Power BI tools, we select relevant data for specific markets or purposes. Additionally, we prepare advanced reports tailored to individual regions and specific client requirements.
The initial request was for simple management and regular video publishing. Over time, we deepened the collaboration and introduced our ideas for fully utilizing the enormous potential of LEGO®'s digital content. Our proactive approach helped The LEGO Group better understand the potential of their YouTube channel.
Our work helps LEGO® manage its YouTube channel sustainably, keeping up with current trends and optimizing content distribution effectively across regions.
This solution was awarded 2nd place in the Social Media category at the Internet Effectiveness Awards 2024.
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