Take a deep dive into the social media habits of one of the most popular toy brands in the world. Lego uses the launch of various new products to keep its global audience hyper-engaged.

1. LEGO
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Lego Twitter

2. Lego: Social Media Report
This report looks at how
LEGO
performed on social media between
October 1st – December 31st, 2015

3. Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
Create Your Free
Social Media Report Now

4. Analysis of
LEGO
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
10,864,436 201,738 1.89% Worldwide
Mostly Young, Male and
Attached.
LEGO

6. Engagement Score Total Fan Posts
279 6,616
Total Posts Brand Response Rate
117 7.87%
Total Likes Avg. Reply Time
341,065 12 hrs, 25 mins
Total Comments General Sentiment
24,544 Neutral
Total Shares
114,981
BRAND POSTS FAN POSTS
Brand Overview

7. 10,550K
10,600K
10,650K
10,700K
10,750K
10,800K
10,850K
10,900K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
10,864,436
New Fans
201,738

8. Engagement
0
250
500
750
1,000
1,250
LEGO had an average engagement score of 279 and a highest of 984.

9. Community Analysis
LEGO fans are mostly Young, Male and Attached. LEGO fans are largely from United States followed by Brazil.
Fan Demographics Distribution of Fans
60%
40%
male female
0% 10% 20% 30% 40% 50%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K
United States
Brazil
United Kingdom
Mexico
India
Italy
Philippines
Pakistan
Indonesia
Austria

10. 0
1
2
3
4
5
6
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
LEGO 26
Star Wars saga 18
ready 14
January 2016 9
UpgradeYourPower 8

11. 23%
77%
Brand Participation Brand Non Participation
93%
1%
6%
Posititve Negative Neutral
Brand Posts - Engagement
LEGO responded to 27 conversations generated by the 117
Posts they published.
LEGO receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
11-NOV-15, WED 11:00AM
Your first look at the official images of set
75827 Firehouse Headquarters!
Get ready to bust some ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
999 31,573 6,088 22,929 Positive
11-NOV-15, WED 11:00AM
Your first look at the official images of set
75827 Firehouse Headquarters!
Get ready to bust some ..
06-OCT-15, TUE 3:56AM
LEGO Ideas Doctor Who set will be
available starting December!
Construct a stunningly detailed LEGO ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
996 2,025 378 22,710 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
991 22,647 5,334 14,795 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60 70
0 100 200 300 400 500
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 100 200 300 400 500 600
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
LEGO 4528
post 1443
year 316
Christmas 306
Star Wars 273
User Posts
0
20
40
60
80
100
120
140
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

15. LEGO responded to 521 conversations generated by the 6,616
Posts fans published.
LEGO appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
8%
92%
Brand Participation Brand Non Participation
24%
5%
71%
Posititve Negative Neutral

16. Campaign Intel
0 2 4 6 8 10
0 100 200 300 400 500 600 700 800 900
#Kronkiwongi
#StarWarsDay
#LEGOSWCVII
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of LEGO campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

17. Analysis of
The LEGO Group
Twitter Account
Oct 01, 2015 - Dec 31, 2015

18. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
326,901 31,684 10.73% Worldwide
The LEGO Group
@LEGO_Group

19. Engagement Score
385
Total Proactive Tweets
200
Retweets Total
6
Replies Total
481
Favorites Total
37,314
Total Mention
37,027
Total Retweets
19,592
Response Rate (%)
1.19%
Average Reply Time (mins)
255
BRAND TWEETS USER TWEETS
Brand Overview

20. 275K
280K
285K
290K
295K
300K
305K
310K
315K
320K
325K
330K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
326,901
New Followers
31,684

21. 1K
1K
1K
1K
1K
1K
1K
1K
1K
1K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
709

22. Engagement
0
250
500
750
1,000
1,250
The LEGO Group had an average engagement score of 385 and a highest of 989.

23. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
200 6

24. The wait is over! @StarWars
#TheForceAwakens
https://t.co/DI9LK40M1O
17-Dec-15, Thu 01:30PM
ENGMT. FAV. REPLIES RETWEETS
1,000 5,024 53 3,119
Top Engaging Tweets
Get ready to bust some ghosts! First look
at set 75827 LEGO @Ghostbusters
Firehouse Headquarters av..
Available in December, @LEGOIdeas
@bbcdoctorwho! Construct a
stunningly detailed LEGO version
of th..
27-Oct-15, Tue 10:21AM
ENGMT. FAV. REPLIES RETWEETS
997 1,382 92 1,196
06-Oct-15, Tue 04:01AM
ENGMT. FAV. REPLIES RETWEETS
994 1,263 68 1,075
NO IMAGE NO IMAGE NO IMAGE

25. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250
0 100 200 300 400 500 600 700 800 900
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

26. 0 2 4 6 8 10 12 14 16 18
0 2000 4000 6000 8000 10000 12000
#lego*
#theforceawakens*
#legostarwars*
#starwars*
#hpparentspressies
#legosforweiwei*
#doctorwho*
#christmas*
#mcaolivia
#winwednesday*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

27. 0
500
1000
1500
2000
2500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
lego theforceawakens legostarwars starwars hpparentspressies
Spread of Hashtags by day

28. 0 200 400 600 800 1000 1200
#doctorwho*
#legosforweiwei*
#mcaolivia
#christmas*
#legostarwars*
#theforceawakens*
#winwednesday*
#lego*
#hpparentspressies
#starwars*
Engagement Score
Hashtags - Engagement

29. Average Response Rate : 1.19%
0
200
400
600
800
1000
1200
1400
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

30. Average Reply Time : 4 hours 15 minutes
0
100
200
300
400
500
600
700
800
900
1000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

31. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
50
100
150
200
250
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

32. 0
1000
2000
3000
4000
5000
6000
7000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

33. 0
500
1000
1500
2000
2500
3000
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

34. Total number of Retweets : 19,592
-500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

35. Total number of Mentions: 37,027
-200
0
200
400
600
800
1,000
1,200
1,400
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

36. Influencers
Name Followers Tweets
ESPN 25,656,916 1
Hootsuite 7,584,429 1
Entertainment Weekly 5,128,108 1
El Universal 3,878,708 1
IGN 3,553,045 1
TOP 5 INFLUENCERS

37. Generate Your Own Social Media Report
This report was generated entirely by the
Unmetric Reporting Engine.
It took minutes to create.
Create Your Free
Social Media Report Now

38. Thanks!
Pleasecontactus at NotJustNumbers@unmetric.comfor more information.