The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec


By Webb Wright, NY Reporter

April 6, 2022 | 4 min read

Creating is better when it’s done together, says Logitech for Creators in a new campaign designed to raise awareness of the brand within the powerful creator community.

Logitech for Creators has launched ‘Together we create,’ a new campaign that promotes the brand’s ethos of diversity, inclusivity and community while simultaneously seeking to establish itself as a hub of empowerment within the growing digital creator community. The campaign kicks off today with a new video spot featuring seven well-known members of that community.

Logitech for Creators aims to speak to a group that includes anyone who creates and shares content – that could be anything from music, to comedy, to makeup tutorials, to podcasts – via social platforms. With their tech-savviness, charisma, creative passion and considerable online audiences, this community is understandably a key target for any technology brand seeking to garner attention from younger consumers.

“What we’re doing with Logitech for Creators is really putting creators at the center of everything we do,” says Erin Chin, chief marketer at Logitech for Creators. “It’s really built on three fundamental values: celebrating creators, fostering the creator community and partnering with creators to create the change that we want to see. ‘Together we create’ is basically our commitment to put creators at the heart of everything we do by providing the products and solutions that help them create better, but also building that community that elevates all creators. It’s very inclusive to welcome all creators, whether they’re people who are first-timers or people who are literally experts with millions and millions of followers. It’s really embracing the wide range of creators and then partnering with [that] community ... to create this more diverse and inclusive future.”

According to Chin, many brands have come to rely on creators – also commonly referred to as ‘influencers’ – but Logitech for Creators stands apart in its efforts to position itself as a partner for the creative community; a brand that asks not only what creators can do for it, but what it can do for creators.

“Many brands leverage [creators] as influencers to tell a specific story that they want to tell,” says Chin. “But our approach, and what makes it different, is we look at them as partners. We’re telling a story that we crafted together ... and we work in tandem to try to create the community that we want to build together.”

‘Together we create’ is being positioned as an extension of the brand’s ‘Defy logic’ campaign, which also made headlines earlier this year with an ad that debuted a song from Lizzo. The new campaign’s ‘anthem’ video spot emphasizes the values of diversity, inclusion and communal support. Logitech for Creators will be embodying those values even further with the establishment of what it calls the ‘Creator society,’ described as “an invite-only, global community of creators who will be collaborating with Logitech For Creators as the brand’s creator voices.” The brand says that its creator ‘ambassadors’ will become advocates for positive growth within the broader creative community, stimulating a conversation that will touch on everything from the particularities of equipment to the value of prioritizing mental health.

The new campaign begins today with the release of the new video spot, which is being rolled out globally across multiple channels. Logitech says that the campaign will continue later this month with its second annual ‘Song Breaker Awards,’ which will be hosted by YouTube sensation Bretman Rock.

For more, sign up for The Drum’s daily US newsletter here.

Brand Purpose Brand Strategy Work & Wellbeing

More from Brand Purpose

View all