How Logitech's social media head plays a key role in its marketing strategy
Adu Adu discusses BeReal, evolution of agency relationships and lessons on TikTok.
Fransebas
How do you decide where to engage and what trends to lean into?
It comes down to our values and also what we are doing internally. With a lot of cultural moments, like Pride or Black History Month, there are internal efforts within Logitech that are also taking place. So when we dive into cultural moments with big content strategies, we are also doing that work internally.
On TikTok specifically, it's about what comes naturally to us and understanding our brand voice. We are talking about a brand that was started in 1980 so TikTok has helped us reestablish our voice with newer generations. It's all grounded with insights and understanding how people are using our products and the different ways we can highlight our product launches. For example, we did a recent campaign with Lizzo, the Defy Logic campaign. If you are familiar with her, you know her favorite color is purple, so that showed up throughout the campaign. That was one of the product colors, and we leaned into that for a month on social. Our photo was purple, our emojis were purple.
