How online activism can be harmful to established brands: an example of Lego and Greenpeace

“Lego ends Shell partnership following Greenpeace campaign” (Vaughan, 2014). Such and similar headlines could be found in newspapers in October 2014, reporting the end result of a social media campaign started by Greenpeace three months earlier. The environmentalist group smartly used their social media platforms to attack the toy manufacturer, gaining support from millions of followers worldwide. 

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