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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