RE-BRANDING, RE-INVENTING, RE-IMAGINING

IN ASSOCIATION WITH : SONY ME | VAIO MIDDLE EAST | PLAYSTATION MIDDLE EAST

JUNE 2012

8tipsto make the most of your greatest resource: the customer

How Facebook, Twitter and YouTube led the way

Onsite or Online?

SOCIAL MEDIAMAKEOVER

What an increase of 300% really looks like

One country's killer campaign is another

country's dud.

ADAPT, ADAPT, ADAPTWHAT'S THE DIFFERENCE

SONY 01 / June 2012

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THE CHALLENGE

Sony desperately needed to re-brand some of their well known and widely used products in the lucrative Gulf states of the Middle East. The cam-paign focused on the launch period for PlayStation 3 and Sony Vaio Z.

They felt that their name was get-ting lost in the marketplace and had lost its sheen of excellence and innovation. User loyalty had peaked.

This established company wanted to be seen as reliable, excellent and forward-looking. A challenge indeed!

With all the new and edgy brands emerging, Sony needed to reinsert itself not only as a leader, but as an underdog.

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THE SOLUTION

And entire social media make-over was needed.Our goal was to increase the user fanbase exponentially, insert and pro-mote viral content, nurture a steady stream of comments and “likes,” and ensure a 360 degree communication be-tween Facebook, Twier, YouTube and the website. The importance of viral commu-nication cannot be underestimated, espe-cially in a region with limited opportuni-ties for social contact. We put a lot of reli-ance on messages, comments and word of mouth – which paid off enourmously, not only to the perception of the brand, but their boom line.

SONY 04 / June 2012

It was determined that leveraging social media gave us the most leeway and ma-neuverability to work with. We could target the specific region, localize our content, and be nimble on the ground in a market that had distinctive needs and expectations. While Sony already has a fufunctioning Facebook site, it was insuffi-cient.

THE STRATEGY

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Strategically placed banner ads (avoiding over-branding and hard sell) were put on Facebook.QR codes were placed at news stands throughout the region. These led back to promotions on the Facebook page.User-generated video contest promoted in a radio campaign.

This campaign lasted 3 weeks with a target goal of a 100% increase in new fans. At the end of the 3-week period, the base of new fans had grown by 300%.

Advertising:

DURATION:

THE RESULT

The results were overwhelming.

Facebook conversations and posts in-creased. Videos and links went viral, as users began sharing. There was an in-crease in engagement with Sony’s status posts, including an exponential increase in “likes” on status and links. There were over 4000 social shares over the period of the campaign, which resulted in an increase of just under 100,000 new fans.

PS3 sales increased in the Gulf region com-pared to previous years, and compared to earlier iterations of the product (PlayStation 1 and 2).

SONY 07 / June 2012

esults for Sony Vaio were apparent from day 1, with sales on an immediate increase.

The activity generated in the Facebook, Twier and You-Tube was also felt by the Sony parent company, who re-ported an increase in activity throughout the brand line and in Sony USA and throughout the world.

Overall, it was a killer campaign and the client was more than happy. We look ahead to more collaborative efforts with Sony Middle East.

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SONY08 / June 2012