Office to Residential Conversion Symposium
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Since 1981, Logitech has connected people through innovative computer peripherals. As the global/AMR social media agency of record for five years running, Streetsense was responsible for helping to transform Logitech into an iconic social media brand known for inspiring its followers with its unique personality—and for supporting key product launches and priority lines of business along the way. Our team worked directly with the company’s Global Head of Social Media to set the company’s social media strategy globally, and to implement in North America.
Approach/
Our objective: reach and inspire a global audience with targeted, engaging content to attract them to the top of the marketing funnel and guide existing fans throughout the consumer journey to drive impact. Across the @Logitech social channel set, that meant representing multiple business groups and teams, including: brand, corporate communications and DE&I, personal workspace, mobility, and education. Our scope included platform strategy, emerging platform test-and-learn strategy, brand campaign and product launch campaign development, global/regional team liaison, monthly editorial calendar development, creative development (including photography, videography, and design), events and activations, community management and social listening, influencer program management, and quarterly business reviews.
Results/
- 636%
community growth on priority platform
- 68%
increase in avg engagement rate across channels
- 145%
increase in impressions across channels
- 117%
overall community growth across channels
Over the course of our five years as social agency of record, Streetsense drove steady annual increases in size of community, reach of content, engagements garnered by that content, and average annual engagement rate—while also outpacing industry standard engagement rate each year as measured by Rival IQ landscape benchmarks and increasing annual campaign KPIs. Other highlights include: Managing the social roll-out of the brand’s 2021 & 2022 #DefyLogic campaigns starring Lil Nas X and Lizzo, respectively; earning media coverage for our test-and-learn strategy on emerging platform BeReal (AdAge, Adweek, Marketing Dive, Design Rush, Marketing Brew), managing the real-time social media strategy—and earning notable brand-to-brand social engagements—for the brand’s Super Bowl LV commercial, earning media coverage for our social-first activation at CES (PR Week: How Logitech Created an Instagrammable Moment with CES Attendees; BizBash: 17 Buzzy Highlights from the Show Floor), and introducing a now-annual campaign, International Wellbeing Week, that has sharply elevated the company’s recognition (and conversion KPIs) in ergonomics.
Rolling Out the #DefyLogic Campaign/
For two years running, our team developed the social media launch and engagement strategies for #DefyLogic: Logitech’s first-ever true brand campaign. Our goal: Create an emotional connection between people and the Logitech brand, and inspire the next generation of creators, makers, and doers. Working closely with Logitech’s in-house brand team and paid media partners, we developed a social-first content strategy to support the campaign—year one featuring Lil Nas X, year two focused on Lizzo—that included behind-the-scenes moments with influencers and celebrities featured in the campaign, live event social engagement strategies, and even the launch of a podcast that could give voice to the changemakers featured throughout. Collectively, our #DefyLogic campaign content maintained an engagement rate almost 10% higher than the annual average.
DRIVING SOCIAL ENGAGEMENT DURING SUPER BOWL LV/
- 5M
impressions
- 26.4%
engagement rate
- 89%
positivity sentiment
As part of launching #DEFYLOGIC we were tasked with developing a social media strategy that could drive engagement with the brand during Super Bowl LV around a coveted, first-quarter commercial slot starring none other than Lil Nas X. Our goals: Amplify the brand campaign, drive conversation around the commercial spot, and drive brand-to-brand interactions that could increase awareness and conversation. Leveraging a bank of pre-prepared content designed for various potential scenarios throughout the game, assets designed to play off of other brand sponsor spots, and jumping on engagement opportunities in real time throughout the game, Streetsense elevated Logitech’s voice and created an engaging and delightful online experience for Logitech fans—ultimately garnering 5M impresisons, a 26.4% engagement rate, notable brand-to-brand interactions including with Cheetos, and 89% positive sentiment throughout mentions and DMs.
Launching BeReal/
To support Logitech’s goals of finding new ways to reach Gen-Z—and being a leader in the social media space—we pitched a test-and-learn strategy for BeReal, a trending photo-sharing app where most brands did not (yet) have an official presence. The goal: Unveil a series of exclusive promo codes over the course of the brand’s #HappyLogidays campaign that could help grow its following on the platform while supporting conversion to sales during the holiday season. The unique effort earned coverage across industry trades such as Adweek, Ad Age, Marketing Brew, and more.
ELEVATING ERGO THROUGH INTERNATIONAL WELLBEING WEEK/
- 34%
MoM increase in landing page views
- 350K
engagements
- 2.5M
markets + 150 clients
- 2,600
entries
Ergonomics isn’t by itself the most exciting topic—but knowing that Logitech’s ergonomics product line was a priority for the business, we wanted to widen the lens on the conversation to engage Millennial and Gen-Z audiences around the idea that when they feel better, they work better. Enter International Wellbeing Week: a seven-day celebration of workplace wellness and ergonomics. Through a strategic series of brand partnerships, influencer takeovers, social-first live programming, and giveaways, we positioned Logitech as a leader in the ergonomic and wellness space and the authority on products that enhance productivity and well-being—across TikTok, Instagram, and Twitter. The campaign was so successful that it was renewed for a second and third year.
CREATING AN INSTAGRAMMABLE MOMENT AT CES/
- 5K
booth visitors
- 95K+
social media likes
- 2K+
comments
For CES—the largest consumer electronics convention in the U.S.—Streetsense developed a strategy that could both attract CES attendees to visit the brand’s booth, and incentivize an at-home audience to engage with the brand on social media throughout the week. Our approach: For one of the first times ever, we publicly brought together all the brands within Logitech’s portfolio—including Logitech, Ultimate Ears, Logitech G, Astro, Jaybird, and Blue Microphones—for an interactive booth experience featuring striking, larger-than-life murals designed by illustrator, visual artist, and social media influencer Timmy Ham. The Instagrammable moment attracted more than 5,000 booth visitors, drove more than 95k likes on social media, garnered 2,000 comments, and earned media coverage in PR Week and BizBash. Also notable: Streetsense was instrumental in creating a strategy two years running that, for the first time ever, publicly brought together all the brands within the Logitech portfolio.
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