Helping the New Logic of Work take shape in a B2B brand campaign.
What I did
Role: Writer
Company: Logitech for Business
year: 2022
Problem
When Logitech launched the Defy Logic campaign, Logitech for Business needed to refresh its messaging and supporting content too. Learn more about the strategy behind the B2B New Logic for Work campaign and how I partnered to transpose that messaging here.
Solution
After we nailed the tag line and messaging, we updated the business landing pages and supported the campaign with traditional B2B channels—a blog post and LinkedIn update that drove traffic to a video / webinar announcement about the concept, thinking, and new product launches.
As a cross-functional writer on the team, I supported on the web in addition to the additional channels in close partnership with the marketing lead. I ghostwrote the blog and LinkedIn announcement and worked with senior leadership on any edits and approvals. I also supported by editing the the video announcement script.
Impact
We saw lift in positing brand sentiment of 20% and improved lead generation by 10%.
50% increase in B2B site traffic QoQ from the campaign refresh.
Blog post, LinkedIn, and webinar metrics forthcoming.
The New Logic of Work
The New Logic of Work is more than a campaign, it’s a movement that supports all people in creating and collaborating effectively from anywhere through Logitech products. It stands for equity and diversity in meetings by allowing people to live anywhere and still connect with teams effectively. It supports people in doing their best work with cutting edge technology and hardware. It checks IT’s security box and sustainability initiatives.
