Logitech, a global leader in consumer electronics, has faced the challenge of marketing a wide range of products, from high-performance gaming peripherals to family-friendly portable speakers.
In an industry where adaptability is key, Logitech has evolved its approach to reach diverse customer bases effectively.
To better understand this strategy, RetailBiz spoke with Karen Franco, National Account Manager at Logitech, about how shifting to data-driven marketing played a crucial role in the company’s success.
“Promoting a diverse range of products, from gaming accessories to family-friendly portable speakers, required us to reach very different customer bases efficiently and cost-effectively,” Franco explains.
This required Logitech to be strategic about how they marketed each product category while ensuring the approach was cost-effective and impactful.
Evolving marketing goals: from traditional to data-driven
While Franco noted that Logitech’s marketing goals have remained consistent, focusing on driving awareness, consideration, and conversion across the Logitech, Logitech G, and Ultimate Ears brands — the company needed to change its approach amid the changing digital landscape.
“Over the years, our strategies have evolved from traditional advertising methods to a more data-driven, full-funnel approach that leverages digital platforms and targeted messaging,” Franco said.
This shift allowed Logitech to stay ahead of the curve, ensuring its strategies connected with customers at each stage of their buying journey.
“We adopted a full-funnel approach to ensure we connected with the right customers at every stage of their shopping journey,” Franco says.
By targeting both new and existing customers with tailored messaging, Logitech guides them through each stage of the buying decision, improving engagement and driving conversions.
A key tool in Logitech’s marketing strategy has been Amazon Ads, which offers access to valuable first-party data.
“Logitech leveraged Amazon Ads to reach its target audiences by tapping into Amazon’s first-party signals, which enabled us to reach the right audiences with precision and tailor our messaging for each core product line,” Franco explains.
Through these insights, Logitech has been able to ensure that its campaigns reach the most relevant customers, whether they are familiar with the brand or are discovering it for the first time.
Engaging new audiences with Twitch and Prime Video
Moreover, Logitech embraced platforms like Twitch and Prime Video to further build brand awareness. These platforms have been particularly effective in capturing the attention of gamers and tech-savvy consumers.
“Channels like Twitch and Prime Video played a crucial role in building brand awareness for Logitech by allowing us to reach new audiences with engaging content and interactive experiences,” Franco says.
“Twitch hits our most engaged gaming customers so it’s crucial we have a voice on this channel.”
By tapping into these platforms, Logitech has expanded its reach, engaging new customers while reinforcing its position as a leader in both gaming and consumer electronics.
A Black Friday campaign that delivered results
Franco also pointed out that the 2024 holiday season was a defining moment for Logitech, with its Black Friday campaign showcasing the effectiveness of a full-funnel approach.
“During the 2024 holiday season, we leveraged Amazon Ads’ full-funnel approach to tackle the challenge of promoting a diverse range of products to separate and distinct audience segments,” Franco says.
“Video for upper funnel impact and complementing those efforts with a performance-focused campaign during Black Friday sales, we were able to drive awareness, consideration, and conversions across our product lineup.”
The campaign’s success was evident, with over 4.6 million impressions and 77 per cent of purchases coming from new-to-brand customers. Notably, 76 per cent of conversions from Twitch activations came from new customers, demonstrating the power of multi-channel marketing.
Audience segmentation: crafting the right message
Audience segmentation also plays a key role for Logitech. By understanding the demographics, interests, and purchasing behaviors of its customers, the company tailors its messaging to ensure maximum relevance.
“Logitech segmented its audience based on demographics, interests, and purchasing behaviours,” Franco explains.
“Right now we are currently looking at aisle and categories people who have bought Logitech products outside the consumer electronics aisles – turns out our customers are pretty health and wellness conscious.”
Furthermore, Franco said that Logitech’s messaging strategy focuses on the “why”—why customers should choose its products over others, which emphasises quality and innovation.
This approach ensures that Logitech builds long-term loyalty with existing customers while continuing to attract new ones.
As the marketing landscape continues to evolve, Franco said that Logitech remains committed to integrating new strategies and platforms into its approach.
“Logitech envisions integrating new marketing strategies and platforms into its approach by continuously experimenting with emerging technologies and channels, such as AI-powered personalisation and immersive experiences,” Franco states.