Logitech G is a gaming-focused business group within Logitech that champions the brand’s vast selection of innovative gaming peripheral products and encourages everyone to experience the joy of play. Logitech G uses their digital channels to elevate the positive aspects of gaming through a content mix that includes brand materials, creator and partner collaborations, community spotlights, live event coverage, user interaction, and much more.
As the global/AMR social media agency of record, Streetsense collaborates with the organization’s global gaming, Esports and ASTRO marketing teams to grow community and drive awareness of and engagement with key brand initiatives and products.
Approach/
As social media agency of record, Streetsense supplements Logitech G’s internal strategy, content production, community management, and analytics efforts. This includes the development of best practice guides, platform overviews and recommendations, monthly editorial calendar containing our own data-driven concepts & creations, daily trending content, brand and new product campaign toolkits, paid social media management, and performance insights reports.
Our goal: Communicate to existing and new customers about Logitech G products and the wider gaming lifestyle across five distinct social audience segments: Core PC gamers, console gamers, social gamers, simulation gamers and esports gamers/professional players.
New Product Initiatives/
Beyond our always-on approach, Streetsense supports multiple new product initiatives, or NPI campaigns, every year. This includes launch strategy development, content toolkits, real time live event community management, paid boosting, and performance recaps for some of the brand’s most notable new products including the G502 X, Aurora Collection, the Shroud Edition PRO series and more.
Dear Wires/
- 44M
impressions
- 5M
engagements
- ~800
UGC entries
To support key storylines and big brand moments, we’ve developed multiple brand campaign strategies over the years. In 2020, we collaborated on the development of #DearWires, a cross-channel marketing campaign to raise awareness of Logitech G’s wireless G-Series products. The key element: an influencer-led hero video announcing a “breakup” with wires and end encouraging users to submit their own “wire breakup” content for a chance to win G’s newest wireless headsets, mice and keyboards. The campaign generated 44 million impressions, 5 million engagements, and nearly 800 UGC entries, which exceeded goals.
#CHEWFORCE/
In 2021, Streetsense was tasked with developing and producing a product-centric campaign that embodied G’s fun-loving brand voice. The #CHEWFORCE April Fools Day campaign was our end result, which promoted the fictional “K923 Racing Wheel for Dogs.” This lighthearted campaign integrated creator partnerships, giveaways, a cameo from Bracken Darrell (Logitech CEO), and paid media to create a truly unique awareness and engagement play for Logitech G’s simracing products.
What I Play For/
The ‘What I Play For’ video series spotlighted some of Logitech G’s Sponsored Creators and their inspirational reasons for pursuing their gaming passions.
Logitech G's Adaptive Esports Tournaments/
LogitechG’s Adaptive Esports Tournaments put gamers with disabilities front and center in competitive matches with cash prizes. The tournaments also drive important awareness of partner organizations like Ablegamers, which strives to improve the quality of life for people with disabilities.
MXIETY/
Cultural moments and special holidays over the years have also afforded us the opportunity to highlight how Sponsored Creators spread joy and make a positive impact in their own communities, like health and wellness advocate Mxiety.
RESULTS/
- 148%
increase in social followers
- 995%
increase in engagement rate
- $0.03
average CPE for paid content
Partnered with LogitechG’s social media marketing staff, Streetsense grew G’s overall social footprint and oversaw the successful launches of new platforms like Pinterest and TikTok. A 900%+ improvement in engagement rate underscored just how important of a priority engagement has been to the brand over the last five years. When it came to paid media, we’ve executed at an extremely efficient rate, illustrating our expertise in ensuring that client dollars are spent in the right ways, and client messaging is seen by the right digital consumers.
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