In 2022, our partnership with Logitech Ultimate Ears paved the way for a global launch of its revolutionary WONDERBOOM 3 speakers, with a specific focus on five European markets.

Challenge

Logitech faced several challenges when the team approached Crowd in late 2021 to launch its latest innovation, the WONDERBOOM 3 speakers. The primary goal was to create a compelling storytelling campaign that effectively demonstrated the exceptional capabilities of these new speakers. The creative proposition needed to go beyond simply showcasing product features; it had to resonate with a diverse range of audience personas.

Whether targeting enthusiastic partygoers or music-loving families, the campaign had to convey the message that these speakers were the ultimate choice. Furthermore, Logitech aimed to engage audiences across multiple global markets, with a particular emphasis on the United Kingdom, France, Spain, Germany, and Switzerland.

Solution

To meet Logitech’s marketing objectives, Crowd provided a comprehensive solution and approach. First and foremost, Crowd took charge of the video and music production, guiding the creative direction from concept to the final production stage. This included collaborating with top music producers to develop a unique track exclusively for the campaign, ensuring a captivating audiovisual experience.

In addition to the video, Crowd orchestrated a dedicated photoshoot, capturing a diverse range of still assets to be utilised across various marketing and advertising channels throughout the campaign. These assets served as impactful visuals, including digital banner ads, reinforcing the message of the campaign.

To maintain consistency across all marketing touchpoints, Crowd designed and produced social media content packs for Logitech and Ultimate Ears. These packs encompassed cut-down versions of the hero video tailored for platforms such as Instagram, TikTok, and Facebook, ensuring optimised engagement and resonance with the target audience.

Recognising the power of influencer marketing, Crowd spearheaded an influencer campaign.

By strategically selecting influential content creators across multiple markets, Crowd leveraged their reach to authentically showcase what #LetItOut truly meant to them. This approach not only amplified the campaign but also fostered a connection with diverse audiences, further strengthening the brand’s presence.

Results

The results of our influencer campaign have surpassed expectations, driving impactful awareness for Logitech’s WONDERBOOM 3 speakers. With a remarkable total of 560k Reel plays and 236k Story impressions, the campaign has made a significant impact. Moreover, it has generated nearly 700 website clicks, indicating strong audience engagement. Across all markets, the campaign has outperformed average branded content campaigns, achieving an average of 35% more Reel plays.

Spain emerged as the highest over-achieving market, surpassing expectations by an impressive 102%, followed by the UK at 50%. Our Spanish influencers played a pivotal role in this success, garnering a total of 243k Reel plays and 108k Story impressions.