Our work
Loupedeck, a Logitech company: Entering the gaming space
Following a successful crowd funding launch back in 2016, Loupedeck brought Diffusion on as its AOR soon after in order to help grow brand awareness and drive sales; the ultimate goal being to become a category leader in the photo and video editing space. Beginning in 2022, Loupedeck looked to expand its category offerings and enter the highly competitive gaming and live streaming space. Diffusion was once again tasked to build up its leading position in this hotly growing industry and boost visibility to a new set of creators that could benefit from its technology.
Perhaps no subsect of the creator economy has grown quite like online gaming, as gaming influencers have amassed some of the most loyal followings online. With this, however, the volume of products tailored to those individuals looking to ramp up their gaming streams and connect with audiences has ballooned. Diffusion knew that in order to make a proper push into the gaming world we would need a new crop of media and influencers to win over. Diffusion’s campaign to launch the Live S, Loupedeck’s flagship gaming product, and set out to position the device as the ultimate creative tool for gamers and streamers.
Insight & Idea
To generate buzz around the Live S, the team took a two-prong approach, a pre-launch phase and a launch phase. The “pre-launch” phase gave the team a runway to secure a robust review pipeline with key media well in advance of the launch and see new messaging about what we could offer to a fresh audience. The pool of outlets looking to cover tools for gamers and steamers is disproportionately small compared to the number of gamers, and to break into this small but crowded space the team prioritized smart, targeted messaging to explain the value of this new product and the evolution of Loupedeck’s creator tools.
Diffusion secured interest and sent sample units to top reporters and influencers, giving everyone ample time to test the product and familiarize themselves with the features before hitting “publish” come launch day. The Diffusion team also worked closely with reporters to answer their questions and help them understand the various use cases for the Live S, ensuring coverage was both quality and accurate.
When the official launch day arrived, Diffusion secured a tidal wave of coverage across all major verticals. The team saw glowing coverage of the Live S in all the major gaming publications like GamingTrend and PCGamer as well as mainstream and tech publications like Forbes and VentureBeat. Diffusion’s coordinated vigorous influencer program, securing dedicated videos – both organic and paid – to spotlight the Live S, not only converted a variety of influencers into true fans of the product, it enabled discovery of Loupedeck’s brand for a new, core audience of streamers and gamers.
Impact & Action
The launch of the Live S was a key moment for Loupedeck, successfully taking them from a photo and video editing tool to having their pulse on the full creator economy, now serving a number of growing verticals, including gaming.
As a result of Diffusion’s work, Loupedeck’s consoles have been regularly reviewed in top outlets including Wired, CNET, PC Gamer, Engadget and PC Mag, where the Loupedeck Live earned the coveted Editors’ Choice Award. Since partnering, Diffusion’s campaign has generated billions of unique impressions for earned media coverage, as well as creating 50+ new influencer partnerships. Diffusion and Loupedeck received a PRSA-NY Big Apple Award for its campaign launching the company into the gaming and live streaming spaces in 2022. Diffusion continues to be retained by Loupedeck into 2024.
The Metrics
In 2022, Loupedeck experienced 62% year-over-year growth, making Loupedeck North America the leading contributor to global sales. In 2023, Loupedeck was acquired by Logitech in part thanks to the work done by Diffusion establishing its strength in the industry and investment potential.