Logitech Marketing Case Study

Performance Highlights.

— CAMPAIGN EXAMPLE: LOGITECH G —

53%

increase in sales

4:1

return on ad spend (ROAS)

2.4M

video views

The most successful campaign in Logitech history

Case study at a glance.

Logitech is a global manufacturer of computer peripherals and software and in 2018, embarked upon a long-term digital transformation initiative - but with a limited digital presence and a small team.
After an initial local project in Australia, we were asked to join Logitech’s digital transformation team to support the growth of their brands across the globe.
With multiple global brands, each with its own brand position and specific market variances, there was a growing need to deliver a more consistent global approach.
Our Digital Growth Framework helped to deliver deep insights, optimise budgets, validate opportunities, streamline processes, provide support and successfully execute impactful campaigns for the 10 brands within the Logitech business.
In just one campaign we achieved sales growth of 53% and a 4:1 ROAS; the most successful campaign in Logitech’s history.
We are now fully integrated into the Logitech internal team and they rely on us for full digital strategy development, training and management of their entire digital marketing across the globe.

For the full story, read on...

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“Webprofits have been outstanding in their collaboration with Logitech to not only deliver some of the best results we’ve seen, but in being a strategic partner who advise and inspire us across a number of facets of digital marketing.

I consider them a real “feather in the cap” of our organisation.”

Reagan Freyer - Director Of Marketing & Innovations Logitech EAMEA

THE FULL STORY

Based in Switzerland, Logitech is one of the world's leading manufacturers of peripherals and software solutions for personal computers and other digital products.

With a limited digital presence and a small team, the business was just starting the process of building digital capability internally, from the ground up, starting with a digital transformation team of three.

Webprofits was initially engaged to run Logitech’s digital marketing campaigns in Australia only. But after recognising the value we had been adding locally, we were asked to join Logitech’s digital transformation team to support the growth of their brands across the globe.

THE CHALLENGE

As a global brand with multiple product lines and sub-brands, there was a wide range of digital marketing requirements.

Activities varied from one region to another — ANZ, APAC, EMEA, US and Canada — and the approach was being adapted to each country’s specific requirements, priorities and budget allocation (which was managed centrally).

A complicated marketing model across multiple brands.

With multiple global brands, each with its own brand position and specific market variances, there was a growing need to deliver a more consistent global approach.

THE APPROACH

Webprofits immediately provided Logitech’s team with plug-and-play skills and scale.

Starting on a project-by-project basis we quickly plugged our experienced multidisciplinary team into Logitech’s in-house global digital transformation team, immediately giving them significant scale and expertise without adding to their headcount.

To accelerate impact, we learned by teaching.

We kicked off with a series of digital marketing training sessions at Logitech’s Annual Conference in Istanbul, giving us the invaluable opportunity to engage and learn from Logitech’s various marketing teams from around the world.

We got everyone on the same page by streamlining digital marketing processes and opening up the channels of communication.

Once we understood business requirements and who the key stakeholders were, we worked with Logitech’s global and local agencies to introduce a set of consistent standards and processes for developing and executing digital activities.

Next we got to grips with truly understanding our markets and started to test channels and messaging.

Collaborating with a leading data agency, we developed psychologically robust personas and consumer journeys for a number of Logitech brands.

Building on these, we moved away from fragmented local activity with our comprehensive global search strategy and methodology for testing messaging and multichannel campaigns. Each activity was fine-tuned with local insights for all priority regions.

This was then replicated for each brand in each region and channel as we validated our strategy and tested for best messaging to ensure successful and rapid expansion.

Data needed to underpin decision-making.

Recognising the importance of data in decision-making, we made sure Logitech could identify what information they needed and ensured it could be accessed easily in a single place.

This approach to test and learn is now a fundamental part of Logitech’s growth mindset and with each campaign we test multiple assets; learn, refine and execute again.

Building on our centralised strategic and tactical foundation, we developed and applied different growth methodologies for different markets, continuously fine tuning and educating internal stakeholders along the way.

THE impact

Logitech is now a global brand with a truly global digital strategy.

Logitech has access to a dedicated multidisciplinary Webprofits team who know the products inside and out, are fluent in the language of the business and have connected internal teams from Germany, Switzerland, Italy, Spain and Japan, to the United States and beyond.

Our Digital Growth Framework helps us deliver deep insights, optimise budgets, validate opportunities, streamlined digital marketing processes, and successfully execute impactful campaigns for the 10 brands within the Logitech business activities across the globe.

The results speak for themselves: Logitech’s most successful campaign ever.

In just one campaign in 2019 promoting Logitech G streaming products, we achieved sales growth of 53% and a 4:1 ROAS which was, at the time, the most successful campaign in Logitech’s history.

53%

increase in sales

4:1

return on ad spend (ROAS)

2.4M

video views

A major step towards a performance marketing model.

All the assets in the campaign were conversion-focused, which was Logitech’s first significant shift away from traditional pure brand-oriented campaigns, and a major step in Logitech's journey to a more performance-focused marketing model.

Building on this new foundation for generating growth we recently developed Germany’s first sales-based campaign with a four-to-one return on ad spend.

With every new quarter we deliver greater growth.

We are now fully integrated into the Logitech internal team and they rely on us for full digital strategy development, training and management of their entire digital marketing across the globe. Today, we continue to collaborate with Logitech’s teams, testing and pushing both local and global digital marketing initiatives.

With every new quarter we deliver greater growth by learning and evolving from previous campaigns. Based on the results, each year Logitech allocates more budget towards digital marketing.

Are you ready for game-changing growth?

At Webprofits, we specialise in helping consumer brands and ecommerce companies achieve their biggest goals through our innovative fluid marketing approach. By combining digital strategy with performance marketing execution, we can help you see correlations, implications, relationships, and associative connections that few others see. Take the next step and schedule a conversation with our team of experts to learn more about how we can help drive growth for your business.

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