In 2013, Logitech spun-off its gaming business into an independent sub-brand – Logitech G. Recognizing the importance of a strong digital presence to launch the brand and resonate with Chinese gamers, Logitech G partnered with MADJOR to design and oversee the management of the brand’s digital footprint. This partnership aimed at making Logitech G’s technology leadership resonate on an emotional level with its target audience and at building an online fan base that could be converted through CRM and e-commerce activations.
Serving as a trusted strategic brand experience consulting partner, MADJOR assumed a continual advisory role, translating Logitech G's brand positioning into a comprehensive strategy for community management across social media platforms. This involved conceptualizing and implementing innovative online activities aligned with the brand's essence. MADJOR spearheaded the creation of various content elements, ranging from engaging Weibo mini-games, viral imagery, and VR videos to captivating mini-movies. This collaboration contributed to the successful launch and continuous growth of Logitech G’s business in China within a highly competitive market.
The strategic collaboration between MADJOR and Logitech G not only translated into enhanced brand resonance but also delivered tangible business outcomes that underscore the success of the initiative.