Lego Collaborates With Facebook Creative Shop

Lego Collaborates With Facebook Creative Shop

By myclever™ Agency

In our weekly round up series, we’re taking a look at Lego’s Kronkiwongi campaign.

Kronkiwongi Facebook Cover Photo


Lego, the Danish building blocks, is the world’s largest toy manufacturer since it surpassed Mattel in 2014.

From it’s humble beginnings producing wooden toys in 1932, Lego has become a global brand of construction kits, film and television tie-in ranges, video games and even an award winning movie.

The beloved brand has a strong social media presence, with regular and consistently engaging content. Conny Kalcher, VP of marketing and consumer experiences at Lego,  has gone as far as to declare that Lego is “turning into a media company.”

The brand has nearly 10 million Facebook likes,  470,000 Instagram followers, over 729,000 YouTube subscribers 255,000 Twitter followers and 229,000 Google+ followers.


What is a Kronkiwongi?What’s a Kronkiwongi? Well, it’s anything a child can imagine! We’re asking children everywhere to build one. Share your child’s #Kronkiwongi with us

Posted by LEGO on Wednesday, 29 April 2015

Teaming up with Facebook’s Creative Shop, Lego invite their core audience (children and the young-at-heart) to build and share their Kronkiwongi.

The nonsense noun plays right into the hands of Lego’s biggest value proposition; creativity. The Facebook App calls on parents to share videos featuring their children’s Kronkiwongis by posting them to the brand’s Facebook wall with the hashtag.

According to the director of global social media and search at Lego, Lars Silberbauer,

“Our hope with this project is to inspire and engage parents all over the world, through an unscripted experience that sees children from different countries and cultures doing what they do best – using their creativity. There is no right or wrong when it comes to building a kronkiwongi.”


Since the Kronkiwongi campaign launched on April 28th, it has been mentioned over 600 times. Despite being a Facebook Creative Shop collaboration, the phrase Kronkiwongi has received considerably more mentions on Twitter than Facebook.

Brandwatch Chart - Kronkiwongi

Unsurprisingly, the campaign is receiving a positive reception online.

Brandwatch Chart - Kronkiwongi


As the Kronkiwongi campaign is in partnership with Facebook Creative Shop, content appears to be exclusive to this platform. Their Facebook cover photo promotes the campaign, while their other channels haven’t followed suit.

As observed above, however, Lego’s audience on Twitter are sharing their images under the hashtag #Kronkiwongi.

Kronkiwongi Twitter User Generated Content

Videos featuring young builders’ creations are being promoted on Facebook, as the brand seeks to resonate with parents online.


Who doesn’t love Lego? The product’s USP is its appeal to everyone’s creative side.

Kronkiwongi is explicitly aimed at parents on Facebook; the competition instructions ask Mum or Dad to get their kids building creatively and share the results online. The nonsensical element lends itself to true creativity and originality.

Collaborating with Facebook’s Creative Shop has limited the campaign, however. The exclusivity means that, although an organic audience has taken up the campaign on Twitter, the brand aren’t able to throw their full social presence behind the idea.

Imagine how many more entries could be shared with highly visual platforms – like Instagram and Vine – if Lego were able to promote the campaign everywhere.

Over To You

What do you think? Have you spotted a clever campaign?

This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.