Blue Microphones
Blue Microphones is an American audio production company that designs and produces microphones, headphones, recording tools, signal processors, and music accessories for audio professionals, musicians and consumers.
Goal
In a highly competitive landscape and against a backdrop of explosive growth in the space, Blue Microphones wanted to reposition their range of USB mics.
Solution
The work included a comprehensive audience segmentation study, defining personas across music, gaming and broader culture. After examining age, gender, experience level, media consumption and competitor brand affinity, as well as discovering key motivations in the consumer mindset, a new creative platform was developed, one centred on the unifying characteristic of being ‘creative'.
Results
Logitech for Creators was the result. A platform designed to encourage community growth around shared challenges and creative ambition. This was brought to life across owned and earned channels, including video content, influencer activity and paid media.