Logitech
Back in 2014, when the social platform was not for every brand, we helped Logitech to launch their social position and set up the original tone of voice. The relationship has been long lasting to years and helped the brand earn their presence in the digital world, with an edgy and fun playful character to all the fans. As a global brand, we got to work with EU AND ASIAN market teams from the globe in different time zones. The work expanded to their sub-brands Gaming, like Logitech G and UE wireless speakers and business account Harmony.
Objective:
The primary objective was to transform Logitech's brand perception from a functional peripherals company to a culturally relevant lifestyle brand by leveraging social media.
- Establish a distinctive, engaging tone of voice that resonated with younger, digitally native audiences.
- Create global consistency with local relevance by developing campaigns and content that could be seamlessly translated and tailored across diverse markets (EU, Asia).
- Drive community engagement and earned media by prioritizing fun, shareable, and viral content (e.g., the waffle keyboard) over purely promotional posts.
- Seamlessly integrate the new social strategy and tone throughout the challenging, high-stakes Logitech rebranding period, providing professional insight and consistent guidance.
Results:
The long-term social strategy laid the groundwork for Logitech's sustained brand growth and market leadership in key areas.
- Established Brand Equity: Successfully positioned Logitech as an "edgy and fun playful character,"transitioning the brand into a design-led, high-growth lifestyle company.
- Driving Commercial Success: The community-first approach helped fuel the growth of the Logitech G sub-brand, which reported six consecutive years of double-digit growth in gaming sales during this period.
- Award-Winning & Viral Content: Created award-winning content series and achieved widespread viral content moments, demonstrating superior engagement rates and reach.
- Global Event Dominance: Transformed in-person activations into social wins, such as becoming the Most Mentioned Brand at CES by focusing on fan-centric content and live streaming, generating thousands of shares and mentions.
- with the trust and success on the Logitech main brand, we started to owning the other sub brands of the company like Logitech G, UE, Harmony
Disclaimer:
This case study is presented for portfolio purposes to showcase professional skills and experience. Client names and trademarks are used for illustrative purposes only and do not imply endorsement or permission.
"That early launch phase felt like a true creative playground. There were no strict rules, which made establishing that bold, playful social voice incredibly fun. With the right guidance, the entire process was surprisingly easy and quickly became a lifelong creative experience. We built an organic presence from the ground up, setting the character that defined the brand for years.”