In this rebranding case study, we’ll explore how Amplify helped the Blue team at Logitech rebrand their product messaging and web content to appeal to content creators like gamers, YouTubers and podcasters.

CHALLENGE

Blue Microphones has a long legacy of creating professional microphones for recording studios and musicians. But after releasing Yeti—the world’s #1 USB microphone—in 2009, they quickly expanded beyond their pro audio heritage to reach the burgeoning market of content creators.

However, their brand messaging and web content was still tailored towards audio professionals. To appeal to gamers, YouTubers and podcasters, Blue needed a complete overhaul of their product messaging and web content.

With a small team and limited bandwidth, Blue required a copywriting agency to conduct customer research and create product pages for 50+ unique SKUs, as well as landing pages and dedicated campaign pages.

SOLUTION

Amplify helped Blue develop a new structure for their website, including updated menus and filters to help customers navigate a large portfolio of products and solutions.

Based on input from Blue and extensive customer research, Amplify then created new content for the entire website—from high-level brand positioning to detailed product descriptions for each SKU. In addition to rebranding existing assets, Amplify also helped Blue create product messaging and web pages for new products, like the award-winning Yeti X USB microphone.

To help demonstrate the benefits of Blue microphones to gamers, YouTubers and podcasters, Amplify helped Blue create targeted application pages for a variety of content creators. Amplify also helped Blue create a new “Get Started” page to help customers find the perfect microphone for their specific needs.

To help position Blue as a thought leader in these new markets, Amplify helped Blue create a content-rich lifestyle blog with evergreen, newsworthy and viral blog topics tailor-made for content creators. Learn more about how Amplify helped Blue attract the next generation of creators in this content marketing case study.

RESULTS

The new website, product messaging and lifestyle blog that Amplify created positions Blue as the brand of choice for modern musicians, gamers, YouTubers and podcasters—paving the way for future growth in these key customer segments.

In July 2018, Logitech purchased Blue Microphones for $117 million. Over the next few years, Blue continued to grow exponentially within these new markets, increasing direct sales more than 20x year-over-year.

To see more of our work with Blue and their parent company Logitech, including a variety of copywriting projects, a popular lifestyle blog and a successful search engine optimization campaign, check out these additional case studies:

• Logitech—Copywriting Case Study
• Blue Microphones—The Blue Journal
• Blue Microphones—SEO Strategy to Reach New Audiences