1. 
Express Yourself
A Social Media Campaign for Logitech
 Gadgets today are reminiscent of the stone tablet from 2001, slabs that people
worship
 The problem that I see is that they all look alike. This is Apple’s fault for making
the slab-design the industry standard since incepting the first iPhone
 Logitech’s new line of tablet accessories are meant to accentuate the devices
whether it be for aesthetics or function
 The message that this social media campaign will deliver is one of making
something or somewhere your own through self-expression
 The accessories can be seen as a form of self-expression and to develop
intrinsic ownership of devices that are so ubiquitous
 What better way to claim and differentiate one monolithic slab of silicon and
semiconductors from the next? Express Yourself!
 The goal is to get the consumers to share photographs of their products and
stories with us and each other

2. Express Yourself
 The campaign will concentrate on three seasonal opportunities: Summer Travel,
Back-to-School, Fashion Week
 Each will be separate but the encompassing theme of self-expression will be
prevalent and then we will tie it up in the end of the overall campaign
 Four main platforms to be used. Facebook, YouTube, Instagram, Twitter (+Vine).
Facebook for discussions, YouTube and Vine for submissions of video content,
Instagram and Twitter for submissions of images and short stories.
 The main question for the community is, “Who are you?”
 Also, Contests might be lazy as stated on the Praytell website but we need to run a
few in order to get bigger and better user generated content, at least in the
beginning in order to build momentum
 The community needs to be incentivized to participate at first

3. Summer Travel
 The accounts will post a call for the audience to submit photos of their tablets as
they travel, but also specifically for photographs of Logitech’s new line in the wild
 We’ll get content from all over the world (people using the keyboard with their
tablets on the beach, etc.)
 We’ll need to make this personable so we’ll also ask for stories about memorable
summer vacations, fiascos with the trip, or photographs of their favorite spots, etc.
 We’ll have a YouTube channel specifically for video submissions and a hashtag
#expressyourself, most interesting submissions will get free swag from Logitech
 Maintain interaction with the community and curate the submitted content, by the
end of this initial campaign we should have a substantial amount of user generated
content

4. Back-to-School
 Some schools are now giving out tablets for students to have for their whole term there
 This is the specific target for this campaign, overall, anyone who has gone to school can still
participate
 We’ll ask for people to take photographs of their tablets in a school setting
 Give away accessories for the most personalized tablets, most importantly the keyboard since
it’s amazingly annoying to write a paper on an touch screen
 Converse with the communities. For example, about their favorite subjects in schools ( through
polls and questions), continue to promote interaction and conversation within the community
itself and build an identity behind the people backing the brand
 Another topic to discuss is what makes them nervous for the upcoming school year (focus on
video submissions for these) or what they actually do with their tablets during class
 As with the summer campaign, compile all generated content for the end-game

5. Fashion Week
 Tablets are used by fashion houses to easily browse and showcase their wares (source: friends
who work at fashion labels)
 We should partner with one of the big labels or several of the smaller, independent designers
by outfitting their tablets with Logitech products (think Google Glass with Diane von
Furstenberg from the last fashion week)
 Fashion is very visual form of self-expression. This is how this campaign ties into the other ones
 Actually cover Fashion Week, sending a correspondent (me?) to generate content on-site (video
interviews, shots of models and assistants holding the tablets, the various accessories in a
natural setting, etc.)
 Post highest quality content on social media platforms to promote and discuss the products
 Since this takes place at roughly the same time as back-to-school there will be no call for user
generated content
 Create an App for this specific campaign perhaps? Logitech presents Fashion Week 2013

6. End Game
 The best submissions and content will eventually form a short video that
shows self-expression at its fullest, ranging from shots taken in the
summer to fashion week and everything in between. The music will be a
folksy cover of N.W.A.’s seminal classic, Express Yourself (licensed and
with re-written lyrics, of course), it ends with “We’re not so different
from one another.” before fading to black and then the Logitech logo.
 Post the video on the platforms listed, watch it catch fire, launch a
curated microsite that contains the best of the user-submitted content,
get covered by a lot of blogs
 Measure audience response through Analytics, Insights, Sprinklr and
compare it to past campaigns using historical data
 High fives all around, light some cigars, crack open a bottle of Jameson,
do a moonwalk in the office