The Covid-19 pandemic changed the way we live and work overnight, with a sudden shift to universal remote and hybrid work across industries. IT decision makers suddenly became the most important people in their companies–with the power to shape the success of the organization.

Logitech saw a huge opportunity to grow adoption of their video conferencing products, including webcams, conference room systems and other hardware to power hybrid work. However, as a company famous for keyboards and mice, they were known primarily as a consumer electronics brand. Logitech wasn’t as respected in boardrooms as a global enterprise player when it comes to technological infrastructure. Our challenge was to elevate Logitech from an end-user device company to an enterprise global video collaboration solution. To do this, business decision-makers needed to see proof of other companies using Logitech when it mattered most.

We created a short film series that documented global companies launching major projects with cultural relevance and appeal. Targeted to IT and business decision makers, it’s not a story of video collaboration tools, but of how video collaboration facilitated teams to thrive in this new world. Simply, we showcased Logitech tools being used by some of their biggest customers to achieve mission critical work at the highest level.

Many of the companies that pivoted quickly and successfully in their rapid shift to hybrid work did it using Logitech video collaboration. And others had been using Logitech VC equipment all along. From global engineers to creative individuals, end-users were connecting virtually and Logitech was enabling their most critical initiatives.

ITDMs needed to see Logitech differently, not just as a mice and keyboard company but as an enterprise solution for collaboration. We needed ITDMs to see Logitech as central to the way their employees will work in this new world – a way to unify their teams and continue working seamlessly.

The COLLAB campaign centers around a film series about the power of collaboration that documents the way that multinational companies like Siemens, Live Nation, Qualcomm, Henkel and Under Armour use Logitech video conferencing tools to do amazing things like: relaunch NYC’s biggest music festival post-pandemic; collaborate with governments worldwide to achieve carbon emissions goals and design sustainable cities of the future; launch a new youth sports initiative to help young athletes thrive; reimagine cultural icons for a digitally-transformed 21st century; and develop and empower employee DE&I programs.

These COLLAB films became the basis for a full B2B campaign–website, social media, digital ads, media partnerships, branded articles, and more.

Finally, we launched COLLAB Live – a live event forum featuring thought leaders discussing themes relevant to values shared between Logitech and their customers. The first event was hosted by Siemens in Vienna, to discuss how to build a more sustainable future.

-Over 7 Million views of video content from ITDMs globally

-Campaign video completion rates as high as 80%

-Earned Logitech valuable speaker appearances on panels for Fast Company and Inc. as the experts on video collaboration

-Inc. mentioned Logitech in its social media for “Creating an Action Plan for Climate Change through Collaboration” (relating to the Siemens story)

-Best-performing B2B category content for Logitech