Lars Silberbauer – Wild Business Growth Podcast #114: Leading LEGO to Social Media Stardom

When I think of my childhood, I think of LEGOs. Simple as that. So does this week’s Wild Business Growth Podcast guest, Lars Silberbauer. Lars served as Senior Global Director of Social Media & Video at LEGO Group. When he started, they didn’t even have a Facebook page. After years of work by him and his team, Adweek named LEGO the #1 brand on social media. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast platforms.

What is the Wild Business Growth Podcast?

Wild ideas. Wild growth. Every Wednesday morning a new entrepreneur or innovator joins the Wild Business Growth Podcast to share the crazy creative and unusual ways they grew their business, and provides tips for you to do it, too. Hear the woman who became the voice of Siri, the man who’s reinventing the sandcastle, how GaryVee’s partners are turning the wine world upside down, and more wild stories. Hosted by Max Branstetter (that’s me), Founder and Podcast Producer at MaxPodcasting.

Episode #114: Lars Silberbauer – Leading LEGO to Social Media Stardom

This episode is dedicated to Grandma Barb. Lars Silberbauer, the Digital Marketing Leader, joins the show to share his journey leading LEGO from zero social media presence to the top brand on social media. Hear how he got LEGO to embrace social media, they got their first million fans, how to stay playful, discover new gadgets, and his favorite LEGO set. This episode covers everything from his memories at LEGO to his favorite new tech. Here’s a small sample of what you will hear in this episode:

• Did Lars always aspire to work at LEGO
• His proudest moment at LEGO
• How he got LEGO executives to commit to social media
• What instruments does he know how to play
• Why is the TikTok watermark brilliant branding
• How did LEGO get millions of fans and followers on social media
• What are Lars’s favorite hobbies
• What was his favorite part of living in Copenhagen

Connect with Lars on social media at @LarsSilberbauer, LarsSilberbauer.com, and WAVE7.org.

Enjoy the show! Check out the show notes below for much more detail.

Show Notes

• Intro & LEGO Social Media
  • [0:19] This episode is dedicated to Grandma Barb. We love you, Grandma
  • [0:53] My dad’s eulogy to his mom, Grandma Barb
  • [2:29] Email me at for help using your podcast as a business-building tool
  • [2:35] Connect with Lars on social media at @LarsSilberbauer, LarsSilberbauer.com, and WAVE7.org
  • [3:03] Digital Marketing
  • [3:14] LEGO
  • [3:27] Did Lars always aspire to work at LEGO
  • [4:31] Danish Broadcasting Corporation (DR)
  • [4:46] Social Media, YouTube
  • [5:08] What drew Lars to the music space
  • [5:44] Symphony Orchestra
  • [6:19] What instruments does Lars know how to play
  • [7:11] Brand Efficacy
  • [7:15] What did LEGO social media look like when Lars joined
  • [7:32] Facebook Page, Twitter
  • [8:50] What were Lars’s first priorities with LEGO social media
  • [9:08] CEO (Chief Executive Officer)
  • [9:47] Facebook Algorithm
  • [11:20] Consumers, Brands
  • [12:12] How did LEGO get millions of fans and followers on social media
  • [12:38] Facebook Organic Reach
  • [12:49] Facebook Admin
  • [13:14] Agency
  • [14:18] LEGOLAND
  • [15:02] Marketing
  • [15:20] What social media strategies did LEGO use
  • [16:23] Consumer Behavior
  • [16:37] Brand DNA
  • [19:52] What LEGO marketing campaign became a big success but previously wouldn’t have
  • [21:21] Company Culture
  • [22:05] What was Lars’s proudest moment at LEGO
  • [23:26] Why did Adweek name LEGO the #1 brand on social media
  • [24:00] Facebook, Snapchat, Google
  • [24:22] Innovation
  • [24:53] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool
• Inspiration & Creativity: People, Hobbies, and Resources
  • [25:05] How do you stay playful and creative
  • [25:27] Oculus Quest, Oculus Rift
  • [25:32] VR (Virtual Reality)
  • [26:10] Masterclass
  • [26:31] How do you discover new tech gadgets and gear
  • [27:30] Tech (Technology)
  • [27:49] What are Lars’s favorite hobbies
  • [28:20] VJing (Video Jockeying)
  • [28:53] Motherboard, RAM Socket

• Wild Business Shoutout of the Week
  • [29:47] TikTok
  • [29:52] Why is TikTok’s watermark genius
  • [30:14] TV Campaign, Billboard Campaign
  • [31:20] Impressions
  • [31:53] Instagram
  • [32:06] Branded Content
  • [32:35] Peer-to-Peer Communication
  • [33:14] FedEx, UPS
  • [33:33] Amazon
  • [34:17] Wieden+Kennedy
• Rapid-Fire Q&A
  • [34:47] What is Lars’s favorite LEGO set of all time
  • [35:17] LEGO Millenium Falcon from Star Wars
  • [35:36] What was Lars’s favorite part of living in Copenhagen
  • [36:06] Spenser & I in Copenhagen
  • [37:00] RØDE NT-USB mic
  • [37:25] Ring Light
  • [38:02] “The Dry Cleaner from Des Moines” by Joni Mitchell, Jaco Pastorius
  • [39:12] Connect with Lars on social media at @LarsSilberbauer, LarsSilberbauer.com, and WAVE7.org
  • [39:38] Starbucks
  • [39:54] What are Lars’s final thoughts
  • [40:05] Subscribe to the Wild Business Growth Podcast and tell a friend about the podcast
  • [40:09] Check out the Wild Business Growth Podcast on GoodPods, where you can see what your favorite people are listening to
  • [40:13] Connect with me on Instagram, Twitter, and LinkedIn at @MaxBranstetter
  • [40:21] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool
  • Theme music: Freestyle Percussion Magik – Jungle Tribe – provided by Jamendo

How do you start a podcast?

Interested in starting a professional-sounding podcast for your brand, but dreading the time commitment? I’ve got you covered. Email me at to bring your podcast to life and use it as a business-building tool.

Thanks for listening to Lars Silberbauer on the Wild Business Growth Podcast. To hear more Wild stories like this one every Wednesday morning, subscribe to the Wild Business Growth Podcast and tell a friend. Until next time, Let your business Run Wild…and Bring on the Bongos!!