How to turn an ordinary day into a real movie with powerful soundtrack by Sony Polska
The Ukrainian agency Vivid brand content Hub together with Sony Polska developed cheerful communication with influencers on Instagram for a new product - the Sony SRS-XG500 portable speaker.
Task
To introduce a new Sony product to a young audience and develop such communication that would help the brand win their hearts and minds.
Challenge
To move away from the "template presentation" of technical characteristics and natively integrate key benefits into bright and engaging brand content.
Insight
When high-quality music plays loudly around us, we can feel as if we're in a Hollywood blockbuster with special effects.
Idea
To show how the SONY speaker helps to enjoy life everywhere and turns an ordinary day into a real movie.
Solution
- The VIVID team selected Instagram influencers from different fields and various content categories to show the new speaker in everyday life as widely as possible and expand the range of consumption situations.
- In order to make the branded content stand out from the rest in the consumer's feed, VIVID developed a rather simple but stylish visual solution that became the basis for all campaign’s content.
- Bursts of bright colors accompanied by the speaker reflected the transition from gray everyday life to maximum immersion in the world of emotions with Sony.
- VIVID also created an Instagram mask, supplemented all bloggers' content with similar animated effects, and thus personalized "soundtracks" for each of the opinion leaders. In their posts, the influencers clearly demonstrated how the product helps to enjoy life anywhere and anytime with a powerful soundtrack like in a movie.
As a result of this campaign, VIVID
- created high-quality and attractive brand content together with influencers,
- conveyed the key benefits of the product and introduced new emotional values of the product for the audience.
The campaign won the hearts of not only potential consumers, but also content creators, as evidenced by the relevant quantitative indicators.
- More than three times vs the expected results in terms of content.
- Moreover, the reach was higher than planned: 1,769,669 (169.6%).
- One of the Reels exceeded reach expectations by as much as 4 times, getting almost half a million views.
