How LEGOLAND Builds a Social Media Presence as Delightful as Its Parks

LEGOLAND’s Opportunity

LEGOLAND is a beloved destination with locations worldwide. Its social media channels offer a unique family-friend digital space, and it continues to see significant growth in engagement from guests, vacation planners and theme park enthusiasts alike. The brand takes a playful and trend-driven approach to its social channels, including interactive posts, exhilarating videos of rides in action and community-driven content, making LEGOLAND's social media presence as sensational as its parks.

Over the past year, the brand has seen a tremendous uptick in UGC content across its social handles. It uses creator collaborations, as well as UGC, to share content that is unmistakably authentic and inspiring, ensuring every post feels like a shared adventure. LEGOLAND pairs its theme park magic with insights from Dash Hudson to build the perfect content strategy.

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Building Connections Brick by Brick

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LEGOLAND’s social media strategy is an extension of its parks, designed to delight a wide variety of audiences and strike the right balance between family-friendly and trendy content. Its Instagram strategy across destinations is focused on family-friendly messaging that appeals to parents planning their next family adventure. 

This optimized approach allows LEGOLAND to tailor its content to the strengths of each platform. Its Instagram channels have seen significant growth in engagement, with a +44% increase in video views, +201% increase in comments and +118% increase in shares. The brand's playful yet informative content resonates across age groups, ensuring that both parents and children find something to love. By prioritizing reach and engagement metrics, LEGOLAND continuously refines its strategy to maximize impact and maintain an electrifying online presence, bringing the wonder of its parks to social media feeds everywhere.

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Creating Joyful Moments With UGC and Creators

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LEGOLAND fosters a strong online community by encouraging user-generated content (UGC), empowering visitors to become part of the action. Fans share magical moments at the park, from meeting favorite characters to exploring new attractions. By featuring UGC, LEGOLAND showcases authentic experiences while building a sense of community. This strategy is complemented by engaging posts with fun call-to-actions, limited time products and early bird savings, inviting followers to participate and share their own stories.

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UGC has become a staple in building community for LEGOLAND, with its Instagram handles experiencing a +471% increase in UGC mentions, a +339% increase in UGC estimated reach, and a +128% increase in net new followers in the past year, exemplifying the correlation between engaged communities and channel growth. Creator collaborations further amplify LEGOLAND's reach and authenticity.

Creator collaborations are a core part of LEGOLAND's strategy moving forward. The brand does at least two collaborations each month across all of its parks, and creator content has contributed to the brand's growth on Instagram. The relatability of peer-to-peer helps to humanize the brand and connect with audiences in an authentic way — through someone they trust. By partnering with creators who reflect its family-friendly ethos, LEGOLAND extends its narrative to new audiences, offering fresh perspectives on the park's attractions. These partnerships bring a touch of real-world magic to the brand's social media, making its posts authentic and resonant.

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Streamlining Fun and Efficiency With Dash Hudson

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Dash Hudson plays a key role in streamlining social media management across LEGOLAND and Merlin Entertainment’s handles. The team applauds the platform’s scheduling and content duplication tools, which make planning content across multiple handles a breeze — allowing them to focus on the creative storytelling that LEGOLAND is best known for. Dash Hudson's analytics, including the Entertainment Score, provide invaluable insights into what content hits the mark, enabling LEGOLAND to tweak its strategy for maximum engagement.

Dash Hudson educates the brand on broader industry trends, helping the team stay ahead of the curve in the rapidly changing social media environment. With Dash Hudson's user-friendly interface, reporting becomes a straightforward task, making it easier for the team to showcase successes and identify opportunities for growth. This efficient, data-driven approach ensures that LEGOLAND's social media presence remains rooted in its playful spirit and in the aspirations and dreams of its guests.