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Case study summary
Fuelling brand conversations for Sony Consumer Electronics through content distribution and community management
Introduction
In 2005, RMM’s founders worked in partnership with media agency, OMD, to develop the social media assets and an outreach roadmap, which helped to fuel word-of-mouth around the launch of the new BRAVIA TV range.
It was on the back of this activity that RMM launched as a ‘social media agency’.
Client details
Sony Europe, Sony BRAVIA
Background, Objectives & Challenge
The launch of Sony BRAVIA and the iconic TV commercial provided Sony with an opportunity to raise interest and consideration of the brand. The challenge was to amplify the buzz generated by both the commercial itself, and its making, beyond Sony enthusiasts to technology enthusiasts and the media community. With this growing “halo” of conversation the project objective was to increase word of mouth recommendations to customers and prospects.
Approach / Solution
Having evaluated the initial buzz generated by the TV commercial, the founders of RMM identified a raft of rich content assets (photos on set, behind the scenes footage etc). Once these assets were optimised for distribution, their sharing and recommendation was encouraged across multiple social channels.
Results
Within just five months the brand assets were seen approximately seven million times at a cost of £0.01 per individual engagement. The effect of filling BRAVIA-advert.com with lots of relevant content and the resulting torrent of inbound links (19,000), maintained, for two years afterwards, its number one position on Google for the search term ‘advert’.
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