Case Study

Reaching New Audiences with TikTok

Interact with us!
Simply click and drag your
cursor over a passage of
text from the article below
to tweet or share.

BRIEF

• Logitech G launched its highly anticipated Colour Collection range in mid 2020, consisting of a vibrant, colourful and super light suite of new headsets, mice + keyboards.

• UMM was to assist in creating awareness and hype for this new range, targeting a younger audience (Gen-Z).

STRATEGY

• Partnering with Harvey Norman, UMM challenged popular lifestyle and comedy TikTokers (without pre-established gaming communities) to create their first ever dream gaming setup.

• The social and influencer campaign across Facebook, Instagram, Twitter + TikTok aimed to generate Reach as well as drive traffic to a campaign website (in collaboration with Web Profits) which hosted a competition giving our audience the chance to win a Colour Collection bundle (for both AU and NZ).

RESULTS

• Overall, the social campaign reached 5.1M people, gathering 6.7M impressions and collecting 586.5K engagements. This left us with an overall campaign engagement of 11.29%.
• Collectively, the Colour Collection talent had an audience of over 5M excited and eager followers ready to be entertained and influenced by their favourite content creators. Our influencer content generated over 1.44M impressions with an engagement rate of 9.21%.