The Lego Group’s recent announcement of the launch of Lego Life, a safe social network for children under the age of 13, is an interesting reflection on how brands can best market themselves in the age of social media – particularly when it comes to targeting younger consumers. MD at youth specialist agency HDI Youth Marketeers, Catherine Bothma, explains that consumers don’t want to be “sold at” – and this is particularly true of the younger market. They’d much rather be immersed in brand stories and experiences. She says children respond well when a brand enters their world in a way they find interesting and adds value. By adding a social layer, the brand allows consumers to engage with it on a more personal level. Users also have the power to gain access to and engage with the brand anywhere and at any time. However, Bothma says it is up to the brand to uphold the reputation it reflects on social media platforms. “Before a brand jumps onto the social media band wagon, it must und...
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