Logitech G wanted to establish itself as the home of the gaming community and build a thriving, loyal fanbase. But the gaming world is itself a bit of an MMO, full of equally ambitious and competitive commercial players. So we wanted to take a fresh approach rooted in true understanding of our audience.

With our Human Understanding Lab, we uncovered a key insight into the gaming community: the life of a gaming creator can be an isolating one, with many struggling to truly connect with their peers.

So to bring them together, we launched the Logitech Masterclass Series, an exciting platform where creators could connect, chat trends, and get tips and advice on content and kit from brand and industry experts. A creators’ paradise, it also became a go-to for gaming journos looking for stories and inspiration.

The Masterclass brand was a huge hit with creators and earned media, spurring Logitech G to create Logi G Play – a global platform and event series celebrating gaming and streaming culture and innovation. Capitalising on this renewed love for the brand, we helped them shape a dynamic social strategy, which has seen their channels evolve into vibrant spaces carefully crafted by and for its community.

Our ongoing social trend research continually sheds new light on different pockets of gamers, leading to collaborations with a wider range of creators and ever-greater engagement with the community. And by tapping into community conversations, we’ve helped Logitech G share stories with real-world relevance, earning media coverage that resonates with gamers and creators alike.

Results:

300+ new creators engaged
6.5% TikTok engagement rate
21% sales uplift