OPEN

I love this  “ship early, ship often” approach social content from Lars Silberbauer, head of social media and search at Lego, shared at Social Media Week London: 

Describing how Lego created its social marketing campaigns, he said: “We start out by creating $100 campaigns. We of course do TV ads and have a lot of budget but I want people to think differently about social.”

The idea of the $100 spend came about as Silberbauer wanted his team to think more about the dynamic of the content and not just the spend available. The number was decided as he asked his team to empty their pockets, and the value of change held by the group was almost $100.

“Pilot and scale” is a planning mantra at Brilliant Noise. I’d like to try out a few $100 campaigns – it’s a neat way to constrain and get you trying out ideas.