Sony – RX100M6 Influencers Campaign
Objective:
Launch and drive considerations for the Sony RX100VI compact camera, targeting content creators and digital influencers. An audience tough to engage and convince.
Insight:
An influencer’s Instagram feed is considered as a representation of them and most of their community doesn’t realize the effort required to get the perfect shot. A single post takes more than a 100 picture just looking for the perfect one!
IDEA:
The camera that promises to remove the clutter and technical difficulties that influencers have to deal with, so they can focus on what they do best; being creative.
We collaborated with influencers to show the impact that a trusted voice can have when combined with beautiful content.
We started the campaign by telling our behind-the-scenes story of four influencers, from different categories, while highlighting the many ways that the RX100VI has helped them – showcasing their creativity and hard work, with an emphasis on their creative process.
SOCIAL MEDIA RESULTS:
• Reached 2.6M million people in the UAE.
• Achieved 1.6M views.
• Received 21% view-through-rate, exceeding regional benchmark of 18%-20%.