Vice president of global marketing at Logitech Erika Priestley describes the start a “transformational period” for the electronics company. One strategic move within this period is the adoption of BeReal as a marketing tactic.
Logitech took to the platform as part of its “12 Days of Deals” holiday campaign, posting surprise deals and exclusive offers on items like keyboards, webcams, gaming headsets and microphones during the 12-day period ending Dec. 10. Each post had a holiday tie-in, with several including cameos from The Elf on The Shelf.
“The concept stemmed from thinking about an innovative way to show up this holiday season to reposition the traditional gift guide,” Priestley said to Marketing Dive via email. Dubbed the “anti-Instagram” and arguably most authentic app, BeReal has seen its monthly active users increase 2,254% since January. A holiday presence on the app could help Logitech boost sales during a critical end-of-year period, which forecasts predict will see a slow down in holiday electronics purchases this year.
Logitech is no stranger to authentic content and maintains an active presence on TikTok, where it boasts over 50 thousand followers. Through its presence, Logitech frequently engages with creators and personalities on the platform, including a partnership with popular creator Bretman Rock, who is challenging users to share their new, not-so-traditional holiday traditions as part of the brand’s seasonal push. Though Logitech has been active on TikTok much longer than BeReal, Priestley said conversations about how to approach each platform have shared similarities.
“We believe it’s about brand authenticity – showing up true to the platform and its features in an authentic way,” she said. “We feel we’ve achieved that.”
However, the downside of BeReal, as experienced by brands like ELF Cosmetics and Chipotle, is that it doesn’t allow for ads and doesn’t view brands as a priority, giving marketers no advantage when it comes to growing an audience.
To measure success on the platform, Logitech is keeping track of the quantity of follower requests its profile receives. According to Priestly, the brand has been happy with the response so far.