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Product Launch / Creator Partnership

Logitech G435

A day of games between friends, made into the launch video for Logitech’s G435.

CLIENT

Logitech G

MY ROLE

Strategy and ideation, creator marketing, creative direction

YEAR

2022

Creators play games on a sofa in a Logitech-branded living room while a crew films

CHALLENGE

The G435 was aimed at casual gamers, specifically younger Millennial and Gen Z women, and Logitech wanted a creator program about the headset being more affordable and the look being a big part of the sell, which they hadn’t done before.

INSIGHT

This audience responds to people who look like them and play for fun more than to win. The headset’s biggest advantage was how approachable it was, so the content needed to feel fashionable and social, more like friends spending a day together than a product review.

Blindfolded creators sit at a long table with Logitech G435 headsets in front of them

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APPROACH

I built the program around a diverse roster of women creators with reach across platforms, anchored by a long-form video hosted by actor and Grammy nominee Jordan Fisher, who Logitech brought in through its existing relationship with him (and who’s a gamer himself). Six creators split into Team Raspberry and Team Lilac to match the colorways and competed in Mario Kart, Fortnite, Jackbox and blindfolded puzzles that came down to communication, the same way games do. Social posts and short-form unboxings extended it from there, but the creator mix was the core of it.

RESULTS