Sony’s top of the line XZ smartphone has received praise from fans and tech experts, but it’s hard to compete against Samsung’s big advertising budget for public attention. To draw more notice to the phone, a creative, untraditional approach was required.
As our social media influencers, we chose people from three different fields. Hans Markus Antson is a recognized young nature photographer, Sandra Raju a sports coach, and Merilin Taimre (aka Paljas Porgand) a lifestyle blogger. Each of them used a Sony XZ for their everyday activities, for capturing moments and sharing them on their channels. We wrote articles for Delfi, Postimees and Õhtuleht aimed at highlighting interesting creative people that Sony wanted to associate with. In the articles, influencers talked about what they were up to, including how a quality telephone helped them accomplish that. Based on the same articles, a series of slightly more technical articles were prepared and published on the three telecom operators’ websites.
The posts written by the influencers, bearing the Sony XZ campaign tag, reached close to 50,000 users, and the mass media articles reached around 25,000 people, plus content on the telecom websites. All articles are still up now on their respective channels and gain readers through search results.
The posts written by the influencers, bearing the Sony XZ campaign tag, reached close to 50,000 users