Background
Sony is one of the world’s leading technology brands, with a diverse product portfolio from headphones, TVs, cameras, gaming consoles to mobile phones… To continue to affirm its position in the Vietnamese market, Sony needs an effective communication strategy, both enhancing brand awareness and optimizing sales.
In the context of a fiercely competitive technology market, consumers have more and more choices and their purchasing behavior is changing rapidly. Implementing a consistent media buying strategy, ensuring effectiveness on multiple platforms is an important problem that Sony has posed.
Context
Chin Media was tasked with developing a comprehensive media buying strategy, ensuring the following objectives:
- Expand brand coverage across digital platforms, helping consumers easily recognize Sony products.
- Drive conversion from brand awareness to purchase.
- Optimize advertising budgets to achieve the highest performance at reasonable costs.
- Customize target audiences to suit each product line and campaign.
Solution
- Paid media: Booking reservation (Grab Ads, TV360,…), multi-channel FB, GG, TT
- Target Audience: audience adjusts adapt separately for each product line, campaign to suit each post -> optimize ads as much as possible
Based on Sony’s request, Chin Media implemented a media buying strategy with specific solutions:
Paid Media
- Booking reservations on major platforms such as Grab Ads, TV360 to increase brand coverage.
- Multi-platform advertising: Deploy advertising on Facebook, Google, TikTok to reach a variety of potential customers.
Target Audience & Optimization
- Build separate audiences for each product line, adjust target groups to suit each campaign.
- Continuously optimize advertising, adjust targeting, bidding, and creative to achieve the best performance.
- Combining Branding & Performance, both increasing brand recognition and promoting purchase actions.
Result
Thanks to the optimal media buying strategy, Chin Media helped Sony achieve impressive results:
- Clicks: 2,621,214
- Add to cart: 97,618
- Order: 6,618
Conclusion
The successful project not only helped Sony increase brand awareness but also brought in significant revenue. Chin Media has proven its ability to effectively implement media buying, balancing branding and performance, optimizing each campaign to achieve the highest ROI.
With extensive experience and acumen in adjusting strategies according to each product line, Chin Media continues to be a trusted partner of Sony on the journey to conquer Vietnamese customers.
