Logitech and UMM’s award-winning strategy drives global success for Casa Pop-Up Desk

Logitech ANZ’s go-to-market strategy, developed with creative communications agency partner, UMM, for the Casa Pop-Up Desk, has been awarded best practice globally by the company.

The product was developed as part of a new brand category and is one of the first innovations post-pandemic with the mission to improve productivity and hybrid working in new, better and healthier ways. Launched in test and learn markets, ANZ and UK last year, it was a new, simple product solution that required a lot of education.

“We weren’t sure of Casa’s success as most people didn’t even know they needed it,” said Marisol Vargas, Senior Cluster Category Manager – ANZ. “As a company, we have worked hybrid for many years prior to the pandemic, so when this solution came along our internal staff loved it, however, we are the early tech adopters. It’s our job. We weren’t sure most of Australia would understand the need or benefits of a mobile pop-up desk like this.”

UMM was enlisted to work with the team to develop a 360º communications campaign targeted to hybrid working Millennials and older Gen Z’s. The team started with market research across ANZ.

“We didn’t need to prove people loved working from home, but we needed to understand how they worked from home,” stated UMM’s Joint MD, Nikki Stevens. “As anticipated, the data came back showcasing most people’s work from home set up was less than ideal, so we had the ammo to spark the right conversation within media, social media and beyond. A product like this needs people over tech to tell the story.”

“To reach our Gen Z and Millennial audience, we couldn’t just rely on brand-owned channels, so we partnered with independent media company, The Daily Aus, which produces digestible, social-first news for young people. They could use this new data to help bring awareness to the benefits of improving the WFH setup for better productivity and comfort.”

The campaign then rolled out via social media, digital advertising, and a strong ANZ influencer marketing campaign featuring lifestyle and productivity creators. A brand partnership with a popular on-the-go brand was also important to the strategy, which resulted in a collaboration with the Australian luggage brand July.

Logitech marketing secured a record number of POS locations within seven key retailers, supported by digital screen takeovers in Westfield Shopping Centres, with a physical pop-up store, the Casa Cafe, in Auckland, New Zealand.

Launch Campaign Highlights included a sell-out pre-order campaign, 15.3M PR Reach, over 3.3M social impressions, and the most engaged brand partnership placement in The Daily Aus newsletter history at the time.

“We were thrilled with the response to the Casa Pop-Up Desk, and where we landed with our marketing strategy,” enthused Vargas. “This was a long-term play for us, and it worked.”

Logitech continues to promote the Casa Pop-Up Desk, which is selling exceptionally well in ANZ and is now available worldwide.

Marketing lead: Logitech ANZ
PR & SM lead: UMM 
Influencer Marketing: UMM
Creative: UMM