Within younger demographics, Logitech was being perceived as an older brand that wasn't relevant for them. We needed a product line that fit their style and campaign that resonated with them emotionally. Our goal was to reach Gen Z and become a top-of-mind brand while driving sales of our new collection.

With everyone from Gen Z to boomers speaking in 😮🔥😂🦄, it was time for Logitech to create tools that were emoji fluent, too. To launch POP Keys and POP Mouse—a vibrant new collection with swappable keycaps for your most-used emojis, we needed a campaign as expressive as the language and people it was made for. We needed PERSONALITY THAT POPS.

Target was a global Gen Z audience with the creative and launch focus on the APAC region.

Creative and insights from the APAC launch were utilized across the globe in all media placements to tap into Gen Z audiences in our core target regions including EMEA and North America. Our social media strategies and initiatives also played out on global scale.

To create a campaign that had a Personality That Pops, we created a custom 3D emoji for each colorway in the collection. Our cast also featured celebrities and influencers that embodied expression and personality.

The art direction for the videos and static assets in the campaign were full of color to ensure they popped in every media placement from subways to Instagram feeds.

Within a 3 month sprint, our campaign successfully launched in Asia and Australia, before quickly expanding into Europe, Latin America, and North America.

Globally

- 4.2 billion impressions

- Exceeded organic impression expectations by 6.5x

- Reached 2.5x standard influencer engagement rate