Our goal was to transcend traditional brand-to-consumer boundaries by moving from the feed to the chat—trading broadcast messaging for real-time participation. We sought to shift from being a spectator to an active stakeholder in the spaces where play actually happens.
The strategy was intentionally simple: be present, be real, and be generous.
Logitech G joined live streams of gamers across disciplines and genres, engaging directly in real time. There were no scripted talking points and no advance notice. Streamers would notice a familiar name in their chat and slowly realize it was the actual Logitech G account.
The reactions were immediate and genuine:
- Surprise and disbelief
- Loud enthusiasm and praise
- Quiet shock followed by excitement
- Streamers celebrating the brand live with their audiences
Instead of traditional contracts or product placements, we utilized the most valuable currency in creator culture: authentic recognition. By engaging in real-time—through follows, playful banter, and direct validation—we transformed brand interactions into significant community milestones.
To scale this impact, we curated high-energy montage assets that captured the raw, unscripted reactions of the creators. These compilations served as evergreen social content, allowing the broader global community to participate in the "surprise and delight" moments originally sparked in the chat.
Strategic Pillars:
- Prioritizing Unscripted Authenticity: We leveraged raw, real-time reactions that cannot be manufactured, ensuring every engagement felt earned and honest.
- Elevating the Individual: By positioning the streamers as the protagonists of our content, we pivoted from brand-centric to player-centric storytelling.
- Rewarding Advocacy: We cultivated deep brand affinity by ensuring fans felt acknowledged and valued rather than targeted.
- Scaling Organic Momentum: By capturing live interactions and repurposing them into high-performing social assets, we extended the lifecycle of every community moment.
- Fostering Long-Term Partnerships: These organic interactions served as a gateway for deeper brand integration, allowing us to gift high-performance gear, initiate formal sponsored campaigns, and extend exclusive invitations to the Logitech G affiliate program.
Creator Engagement
- We dedicated hundreds of hours in 2025 to engaging with creators on-feed, in DMs and in chat on TikTok and beyond.
- In this period, our TikTok following grew by 69% year over year.
Content Engagement
- Montage videos featuring the best live reactions drove high engagement, fueled by authenticity and emotional resonance.
- Viewers responded positively to seeing real gamers recognized by a brand they trust, reinforcing Logitech G’s reputation as genuinely community-first.
- Metrics:
- 819K Total Views
- 5K Total Engagements
- 19M Total Gross Impressions
*Permission was obtained with each community member featured in content for use.
