It's not an 'official' U.S. holiday, but Logitech put a stake in the ground in 2017 with its first annual National Work from Home Week (#WFHWeek). In 2018, Logitech celebrated #WFHWeek for the second year in a row.
Working from home can offer significant benefits to employers, employees and the planet. Research from Global Workplace Analytics shows working from home can lead to increased productivity, improved employee morale, higher talent retention rates and more. And in today's connected world, there's little reason to discourage team members from working from just about anywhere.
Both last year and this year, Logitech chose the second Wednesday in October as its global WFH Day and encouraged its 3,500 team members and partner companies worldwide to work from home that day. The program's goals are outlined below:
- Establish Logitech as an innovative company that supports remote work and delivers tools to help people be productive anywhere
- Create a campaign that drives others to engage with Logitech's content
- Share tips to help others succeed when working from home
- Recruit high-profile partner organizations to join in on Logitech's #WFHWeek celebration
- Generate fun user-generated content (UGC) from Logitech's social fan base
Logitech CEO Bracken Darrell is a big proponent of WFH, with the belief that, in many cases, it doesn't matter where you work; it matters how you work. Ahead of Logitech's first annual #WFHWeek celebration in 2017, Darrell published an open letter that detailed Logitech's involvement in the initiative and invited other companies to join in. Scott Wharton, VP and general manager of Logitech Video Collaboration, also shared a list of tips for making WFH successful while Kirsty Russell, head of people and culture, contributed to HR Magazine on the benefits of employee flexibility.
The resulting feedback from global colleagues and partner companies was extremely positive and environmental benefits were notable. In 2017, #WFHWeek participants saved more than 60,000 kg of CO2 by working from home. That's the equivalent of nearly 150,000 miles driven in a standard car - and it equals approximately six times the circumference of Earth. What's more, Logitech employees saved an average of 90 minutes per day by skipping their daily commute. And thanks to video conferencing and other collaboration tools, it was business as usual all week.
Logitech celebrated its second annual #WFHWeek in 2018 to continue to spread awareness of these benefits of working from home. Logitech delivered another useful, inspiring and fun campaign that incorporated PR, social, digital marketing, influencer and internal communications elements.
- The social campaign aimed to engage Logitech's audiences and encourage them to create WFH-related user generated content (UGC).
- During #WFHWeek, Logitech's social channels ran a UGC contest so fans could showcase photos of their work from home experience.
- Partner Recruitment:
- Logitech invited partners that might be interested in that enable working from home, with an emphasis on those who support a remote work lifestyle or provide collaborative technologies.
- Logitech successfully recruited 11 partner companies, including Barco, BlueJeans, Fuze, Samaschool, Upwork and Zoom (to name a few).
- Logitech created a partner toolkit that equipped partners with pre-written social posts to build buzz.
- PR and Marketing
- Logitech created a single, visually-pleasing landing page to clearly explain the campaign elements and benefits of working from home.
- From a PR perspective, Logitech pursued several different pitch angles and targeted a variety of media outlets, including Bay Area, business, career, leadership, lifestyle, mainstream, tech and video collaboration press.
- As a result of outreach, Logitech garnered 2.1M impressions from notable outlets such as FlexJobs, My Tech Decisions and Digital Mom.
- Influencer Relations
- Logitech partnered with eight influencers who work from home and promoted their remote work lifestyles.
- Internal Communications
- Logitech crafted messaging and Q&A for its People & Culture (HR) team to share with managers worldwide, as well as a communication from the CEO to all employees.
- Logitech created a survey to better understand how many people worked from home, the potential environmental impact of them eliminating their commute, and the highlights and challenges of their WFH experience.
- And finally, Logitech included an employee advocacy component, equipping all employees with pre-written social posts that feature Logitech's advocacy hashtag.
Logitech's second annual #WFHWeek campaign delivered excellent results. A few highlights are below:
- Social campaign
- Organic social campaign metrics
- 3.5K Total Engagements (excluding video views)
- 20K Engagements (including video views)
- 722K Reach
- 8.3M Overall Impressions
- 0.91% Post Engagement Rate
- 700 Entries (up 38% from last year's campaign)
- 2.3K #WFHWeek Tweets (including Logitech and partners social content, UGC promotion submissions, general engagement, influencer posts, etc.)
- Paid social campaign metrics
- 139.6K Total Engagements
- 7.24% Post Engagement Rate
- 1.36M Overall Reach
- 1.9M Overall Impressions
- PR and marketing
- 14 total PR hits, including four reader giveaways on blogs and three promotional giveaways on radio stations
- 2.1M circulation
- Influencer relations
- 8 total influencer partners
- 57 social posts
- 179K+ total potential reach
- 15K total engagements
- 8.06% engagement rate
- Thought Leadership
- Scott Wharton published a LinkedIn Pulse article encouraging other companies to join Logitech in celebrating National #WFHWeek
- Logitech promoted the post on Twitter and LinkedIn, resulting in nearly 100 shares.
- Internal communications
- Approx. 75% participation of Logitech employees