109 - David Neyman, Logitech

Earned: Unlocking the Power of the Creator Economy

In Ep. 109 of Earned, we sit down with David Neyman, Global Lead of Talent and Content at Logitech. We dive into Logitech’s innovative approach to marketing, and David explains how the brand builds “cultural cachet” with consumers by partnering with talent (like Lizzo) on creative campaigns. David emphasizes the importance of aligning internally and externally on the purpose and goals of a creator partnership, and striving for the right balance of art and science when determining brand partners and initiatives. Conor and David discuss how Logitech actually sits at the center of technology and lifestyle by connecting consumers to their favorite digital experiences with best-in-class tech. We also hear how Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators. David shares why Logitech is looking to expand its creator strategy from brand awareness to conversion, and unpacks the challenge of identifying the “holy grail” creators that can actually influence purchase intent. Next, we explore Logitech’s participation in the metaverse, and David reveals the origins of the brand’s Song Breaker Awards activation with Roblox, which aimed to shine a light on impactful yet underrecognized creators, before learning how Logitech co-created the “Own The 8 Count” short film about choreographer JaQuel Knight. To close the show, Conor asks David about his predictions for the future of VR.

In this episode, you will learn:

1. How Logitech builds "cultural cachet" with consumers by partnering with relevant celebrities and creators.
2. How Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators.
3. The story behind Logitech's innovative initiatives like the Songbreaker Awards with Roblox and "Own The 8 Count" short film about JaQuel Knight.

Resources:

• Logitech - https://www.logitech.com/
• Logitech on Instagram - https://www.instagram.com/logitech

Connect with the Guest(s):

• David’s LinkedIn - https://www.linkedin.com/in/david-neyman

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ