Sony

The objective

Merging sound-on entertainment with technology to introduce Sony's new wireless earbuds

Sony Electronics, a long-time leader in the consumer technology space, is known for engineering top-quality audio technology. To maintain its competitive edge and innovative spirit, it created the LinkBuds truly wireless earbuds and began commanding market share in the wireless earbud space.

The company hoped to galvanize interest in its new resonant electronics, and TikTok's sound-on nature and tech-savvy communities made the platform the ideal home for an audio product campaign. Sony, being a TikTok-first advertiser and a witness to the power of community commerce on the platform, decided to run "LinkBuds Always On," a campaign to amplify the hype around its LinkBuds promotional sale on TikTok.

The solution

Making noise with a gamified Branded Effect filter

To promote its new LinkBuds and capture the ears of audiences interested in tech and electronics, Sony produced an engaging three-day flight promotion with a powerful mix of TikTok solutions. The LinkBuds Always On campaign aimed to highlight the endless entertainment possibilities of LinkBuds in a fun and accessible way, inviting TikTok users to co-create with the brand.

Sony enlisted Mavrck, a badged TikTok Creative Partner with a specialty in Creator Marketing, to develop a Branded Effect filter that prompted users to mimic a facial expression on the screen to reveal dynamic animations. Sony further enhanced the Branded Effect by pairing it with Top Feed and auction In-Feed Ads. The Top Feed's premium placement allowed Sony to notify TikTok users of the Branded Effect, boosting the campaign's reach while encouraging users to interact with the filter.

Sony also partnered with five popular creators with a tech-focused presence including @jalaiahharmon, @ladyyasmina1 and @jabez to promote LinkBuds Always On using Mavrck. The creators played with the Branded Effect filter and spoke to how they seamlessly weave Sony's earbuds into their everyday lives, prompting their specific communities to participate and learn more about LinkBuds.

The results

A resounding win

Through the LinkBuds Always On campaign, Sony effectively made its mark on TikTok by tapping into the platform's creative possibilities and community of gamers and techies, stimulating awareness and sales.

This multi-pronged strategy drove interested users to learn more about Sony and LinkBuds, garnering a massive 85% leap in page views. The Branded Effect campaign also rang as memorable to TikTok users, inspiring a 9.8% lift in Ad Recall.

The campaign also translated into sales: Sony earned a 164% increase in add-to-cart activity and a 20% increase in completed payments on its site compared to the previous 24 days of live media. By the end of the campaign, measurement studies showed that users on TikTok began to prefer Sony's LinkBuds over top competitors, proving the significant business impact of making entertaining ads powered by TikTok solutions that promote community and optimize for results across the funnel.

As an evergreen advertiser, Sony will continue to partner with TikTok to run media that inspires co-creation and converts interested buyers.