Free Subscription

  • Access 15 free news articles each month


Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

How Lego creates content that converts

Marketing on social platforms is about creating good content that connects with the audience, not just selling a product, according to Lego Group’s Digital creative director James Gregson. “Good content connects. Great content converts,” said Gregson at the recent eTail Virtual Summit and Expo 2021. He then cited a quote from Burger King chief marketing officer Fernando Machado:  “If you create something that looks, feels and smells like an ad, it’s probably not a good ad. I’m t