With many people working from home or operating in a hybrid-work model, Logitech wanted to come together with like-minded partners to reinforce the idea of workplace wellbeing, because when you feel better you do better. Enter Logitech’s International Wellbeing Week, the 2nd annual week-long celebration on Instagram, as well as promoted on other social media handles, focused on workplace wellness. It was important that we capitalized on learnings from its first iteration to increase engagement and awareness on Instagram and position Logitech as a leader in the ergonomics and wellness space with our products and thought leadership.
Logitech centered International Wellbeing Week around three themes — Better Habits, Workspace, and Mindfulness — and worked with brand partners and influencers with expertise in these areas to help drive additional awareness beyond our existing audiences and communities. Partners in 2022 included Herman Miller, Zenni Eyewear, and The Happiness Planner, as well as influencers, experts and coaches across movement and mindfulness, meditation, and desk space experts with ideal home office setups. Influencers and partners hosted Instagram Lives throughout the week from Logitech’s account, including a live meditation session and a Q&A workspace workshop focused on human-centric design.
We used Instagram’s new scheduling tools to make sure the events appeared center stage on our profile, and connected each one to a countdown sticker where Story viewers could sign up for a reminder to tune-in. Our audience could also remind themselves to tune in through in-feed posts, and those who clicked on the in-feed reminder alert after the session took place were directed to the recordings which we posted as Reels so they continued to generate engagement beyond the live sessions. In addition to native feed posts, we leveraged a series of dark posts in the two weeks leading up to the activation as a means of “Save the Date,” inviting followers and targeted audiences interested in wellbeing to participate throughout International Wellbeing Week.
Influencers led takeovers on Logitech’s Stories throughout the week — bringing their followers along with them to the Logitech handle. This notion extended to giveaways — influencers and brand partners required entrants to follow @Logitech for entry to their giveaways, which simultaneously aided in brand awareness, followers, and engagements for Logitech. Prize packs for the giveaways included a Logitech Ergonomic product bundle as well as gifts from partners such as a Herman Miller Chair. We also leveraged influencer-supplied lifestyle content to enhance engagement and diversify our feed, while also “whitelisting” content on influencer channels (boosting to their audiences) to further tap into their followings.
The International Wellbeing Week campaign well exceeded KPI goals and year over year metrics:
Campaign engagements exceeded our goal by 51% and were up 416% year over year
Maintained low CPE on Instagram at $0.04
Giveaway entries exceeded our goal by 36% and increased 57% year over year
All Instagram Reels saw engagement rates over 30%
Instagram whitelisting drove 646k engagements and 1.62M impressions at an impressive 39.82% ER. All influencer posts had well above average ERs, in fact 34.07% was the lowest ER these posts saw.
88% retention rate on Instagram Story takeovers
3x visits to the ergonomics landing page YoY
Visits to the ergo landing page increased by over 2,000 WoW