Logitech

Case Study

OBJECTIVES

To build a brand personality that cuts through to the mainstream Australian consumer.
To position Logitech as a design-led company that is innovative, creative, and premium.
To focus on the Ultimate Ears category and position it as a young, vibrant and energetic Bluetooth speaker brand that is superior in quality, looks, and endurance to its competitors.
To secure long-lasting media and blogger relationships for Logitech across all six categories.

″Logitech has increased sales and market share in Australia overall and Ultimate Ears currently holds an impressive 50 per cent market share.″

Vogue Living. — Vogue Living’s Valentine’s Day Gift Guide, featuring the UE MEGABOOM.

: The UE BOOM in Fitness First Magazine.

: Coverage in Qantas Magazine.

: Placement in The Daily Telegraph.

: mX Sydney spotlights one of Logitech's many keyboards.

Courier Mail and Sydney Morning Herald. — Product pieces in major dailies The Courier Mail (main) and The Sydney Morning Herald (right).

STRATEGY

UMM employed an assertive and hands-on PR approach for Logitech Australia in Year One, which was maintained throughout Year Two, focusing on brand building, growing, and seeking new relationships with key media targets.

The assigned PR team came from a lifestyle background, rather than a technology or corporate background, and genuinely connect with people from every genre.

UMM conduct media and blogger meetings with innovative and deeper brand education showcases and pitching. Swift follow-up is also part of the process, to certify all media are reached year-on-year and relationships with key media targets are maintained.

Roadshows, sponsorships, and brand alliances are all part of the PR mix for Logitech, alongside targeted gifting programs.

Jason Grant blog. — The UE MEGABOOM featured on Mr Jason Grant’s blog.

RESULTS

The development of new media and blogger alliances for the brand led to an increase in the overall diversity of coverage, resulting in exposure of product to new audiences and genres across Australia – thus reinvigorating the brand with a new following.

UMM achieved an average of 50-70 pieces of media coverage featuring Logitech products each month in Year One, while in Year Two coverage increased to an average of 105 pieces per month.

Logitech has increased sales and market share in Australia overall and Ultimate Ears currently holds an impressive 50 per cent market share.