Logitech Combo Touch Case Study
How We Helped Logitech Launch the Combo Touch Navigating Apple’s Tightly-Guarded iPad Release Schedule
Navigating Tech Launch Challenges
In the fast-moving tech world, with some secrecy thrown in, Logitech’s launch of its iPad keyboard cases rose out on top as a display strategic agility and precision. Tasked with matching Apple’s closely guarded release timelines, Logitech alongside Webprofits, seamlessly orchestrated a synchronised global campaign for the iPad Air (5th Gen) — all with minimal lead time.
Global Reach and Platform Utilisation
This campaign, launched in key markets including the UK, Australia, Germany, and Japan, not only leveraged popular platforms like Google Search, Google Display, Facebook, Instagram, but also significantly enhanced brand visibility, reinforcing Logitech’s reputation for innovation and consumer connectivity.
Developing a Winning Strategy WITHOUT Knowing What We’re Selling
Campaign Overview:
Search Campaign Overview:
Webprofits embraced a data-driven strategy to elevate media planning, optimising ad performance across diverse markets and languages.
Utilising real-time feedback and benchmarking against key performance metrics, the approach ensured that each campaign was fine-tuned for maximum effectiveness.
Our attention to data not only tailored the advertising efforts to distinct audience behaviors but also sharpened the impact across geographical intricacies.
AU Media Plan Example for the UK
Awareness Ads:
Regional Cost Variations
For the awareness ads, we targeted audiences interested in the “iPad” and “iPad Air.” Germany and Japan enjoyed cost-effective engagement with costs per click under $1.12. The UK and Australia faced higher expenses, nearly 3x as much, despite similar click-through rates.
Audience Engagement Elevated with Video Creatives
Australian audiences particularly resonated with video creatives, achieving a notable 19% view rate, which surpasses the average of 14%. In Germany and the UK, the 30-second eTail video performed strongly. In contrast, the 15-second version was more effective in Australia.
Geographic Preferences and the Appeal of Human Elements
In Japan, the “Do more with your iPad” imagery was most effective, followed by the 30-second eTail video. This trend towards longer video formats indicates a preference for detailed and informative content about high-value accessories.
Ads featuring human faces, like the top-performing static image of a man with glasses, consistently attracted more attention across all regions.
Consideration Ads:
Targeted Engagement Strategy
We targeted individuals previously engaged with the Combo Touch campaigns and those who visited the iPad category landing page. This strategy focused on reconnecting with an already interested audience.
High Engagement in Germany
Germany displayed the most effective outcomes. The product-centric ‘Do More With Your iPad’ imagery achieved the highest engagement rates, illustrating the effectiveness of tailored visual content
Conversion Ads:
Strategic Ad Placement
BoF conversion ads were served to visitors of the Combo Touch, Crayon, and Folio Touch Product Detail Pages (PDPs). This approach targeted individuals already considering these products.
Leveraging Familiarity for Conversion
The ads highlighted tangible benefits, effectively leveraging the existing familiarity of potential buyers to enhance the likelihood of purchase.
Different Assets in Various languages
Campaign Results
Benchmark Success
The campaign exceeded global Click-Through Rate (CTR) benchmarks and outperformed Cost Per Mille (CPM) and Cost Per View (CPV) on YouTube in all countries except Australia. Here, performance remained competitive despite a historically lower benchmark.
Impact on Awareness and Conversions
Central to the campaign’s success was its focus on enhancing product and brand awareness. This led to a higher than expected number of conversions and product orders in the UK, Australia, and Germany.
Creative Analysis and Messaging Effectiveness
Analysis of social media creatives showed that 30-second video assets and lifestyle imagery outperformed shorter videos and product-focused images in terms of CTR. Universally resonant messaging featured phrases like “Do More with your iPad” and list-form copy.
Creatives lacking the term “iPad” or those that appeared overly promotional experienced reduced audience engagement.
Benchmarks Performance by Country
Benchmarks by channel
Learnings
Strategic Audience Targeting:
Leveraged detailed audience insights to deliver personalised ads, focusing on users familiar with specific products like Combo Touch and Crayon, which enhanced conversion rates in key markets such as the UK, Australia, and Germany.
Effective Creative Execution:
Utilised longer-form video assets and lifestyle imagery to surpass product-focused visuals in engagement, with standout messaging such as “Do More with your iPad” proving most effective across all platforms.
Learning and Optimisation:
While the campaign exceeded most global benchmarks for CTR, CPM, and CPV, insights revealed a need for improved creative strategies around less promotional content and emphasised the importance of including product names like “iPad” in the ads to maintain audience interest.
This partnership not only emphasised operational excellence but also showcased WP’s role as a trusted, strategic partner capable of navigating the intricacies of product launches, streamlined on a global scale.
