STRATEGIC RECOMMENDATION
CONTEXT.
SONY wants to federate a community around Xperia range 1 350 000 â‚Ź 6 months
SITUATION.
Launched in 2008; has been taking over since 2011 by SONY Mobile SONY XPERIA is an important actor of the smartphone market
PRODUCT +
Technical performance Differentiated product Versatility of the range
-
Complex offer Heavy naming & no memorization Confusion with Sony Ericsson
DISTRIBUTION Mobile store Large retailers E-Shop
+
Important distribution network in France
-
Products not enough valorized No customer service
PRIOR BIAS +
Technical performances underlined
-
Lack of coherence and identity in their communication
MARKET 23,4 millions mobiles sold in 2014: 76% were smartphones. Over-equipped household : 97% of French people have a smartphone
Competitors Creation: 1976 Brand equity: Simplicity, Experience, Style
Competitors Creation: 1976 Brand equity: Performance, innovation, universality, dream
Competitors Creation: 2011 Brand equity: Authenticity, design
MAPPING Style/Design
Elementary Content
Complete Content
Performance/Customization, Specification
ENVIRONMENT Students purchasing power Mobile contract democratization Waterproof trend Central place in people’s life Negative externalities Huge energy demand Booming household equipment Taxes
DIAGNOSTIC No key thread running through
 Sony has a very powerful product but the lack of clarity blurs brand perception
KEY ISSUe How to strengthen Xperia ’s position as a disruptive brand, and bring the community together considering that the customers are not feeling attached to the brand ?
recommandations.
GOALS NOTORIETY
IMAGE
BUSINESS
BEHAVIOR
Target Main target: 18-35 years old Core target: 18-25 years old ANXIOUS LOYAL GEN URBAN TRAVELLER AMBITIOUS OVER-CONNECTED
Target What we heard… “I discovered Sony Xperia thanks to YouTube. A guy watching a movie through water thanks to his Xperia plunged into a dishpan. I liked it.” “I like to connect my Xperia with my SBH52 thanks to NFC. This device enables me to check my messages while listening to music.” “The Xperia phone is way too big. It is difficult to put it in my pocket.”
target Secondary target: prescribers
BLOGGERS JOURNALISTS
Positioning « Sony makes your daily life amazing »
CREATIVE CONCEPT.
INSIGHTS NEED OF IDENTIFICATION
COMMUNICATION SEGMENTS
BIAS Segmentation per interest, hobbies, jobs
BIAS Sony Xperia: The Support of your Experience We won’t tell what you should or must do: We’ll support you in what you love
BIAS “MAKE YOUR NOISE“” Sony Xperia is encouraging you to express yourself and what you like
The best way to make noise is music
DIGITAL STRATEGY.
OUR BIAS DIGITAL STRATEGY. NON- CONFORMIST TARGETED CONTENT
OWNED
DIGITAL GENERIC STRATEGY. SPECIFIC
XPERIAPP
INSTAGRAM FACEBOOK/TWITTER
SOUNDCLOUND YOUTUBE
OWNED GOALS AWARENESS Primary KPI’s:
CRM Secondary KPI’s:
Uploads, Contacts
Leads
We decided to create XperiaAPP to better increase user experience, and create link
What? Xperiapp is an android application, which content is segmented in 5 different parts for each hobby Why an app? 80% of our target is equipped and use smartphone for networking. Results? 3 000 000 contacts
Source: Audipress
Source: Audipress
Sharing and Interactivity are made easier Full content is set for privileged
Anytime, anyplace
Live streams App Integrated
Enriched and not branded content is made available
Sony benefits from some well known french partners ’s editorial expertise‌
‌ and credibility
GENERIC GOALS AWARENESS
TRAFIC
Primary KPI’s:
Secondary KPI’s:
Likes, mentions
CTR
We choose it as main network for social media strategy to stimulate brand content
Why? 80% of 15-34 in the USA believe that Instagram is necessary (VS 60% Facebook) Tone, Topics? Non-conformist, humoristic, using « youth language ». Posts about lifestyle, events, and App’s communities Example? «What is your favorite recipe of cake to cook a sunday afternoon? We found ours on XperiaApp»
Source: Harris Interactive/Forbes
We choose them as complementary networks to increase awareness
Why? Facebook has more than 26 millions unique visitors per year. Twitter has more than 8 millions ones. Tone, Topics? Non-conformist but more formal. Posts about technical skills of the products, arty tips Example? «What are your tips to make the perfect selfie? One thing we’re sure: you need an Xperia phone»
Source: Mediametrie
SPECIFIC GOALS ADVOCACY
AWARENESS
Primary KPI’s:
Secondary KPI’s:
Shares
Likes, Follows
We choose them as complementary networks to increase advocacy
Why? To increase advocacy: correspond to our desire to segment content in 3 possibles communities Tone, Topics? Non-conformist, trendy, friendly, young. Posts about lifestyle and communities of interest. Example? «Have you seen the last Marc Jacobs défilé? Xperia was at the front row to shoot you that»
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
MEDIA PLANNING.
OUR BIAS
DATA
VIDEO
CONTENT
DATA
FACEBOOK ADS TWITTER ADS GOOGLE ADS
VIDEO
DISPLAY TEADS SOCIAL DISPLAY CATCH-UP YOUTUBE ADS
CONTENT
INSTAGRAM ADS MICRO ENDORSEMENT SEARCH CONTENT CORNER PRINT
DATA GOALS BUSINESS/TRAFIC
AWARENESS
Primary KPI’s:
Secondary KPI’s:
CTR and conversions
PAP, uniques visitors
Page Post like and Ads are used to increase fan recruitment and engagement via Data
Audience? 26 millions unique visitors/month; 30% are aged under 30. Average time spent: 5 hours/day Why? To increase noise & interaction using performant data clusters and partners categories: we touch directly our consumer When? A six month activation all along the campaign Results? 220 000 clics, 8 000 000 PAP Source: MĂŠdiamĂŠtrie
Player cards are used to increase followers recruitment, noise and mentions via Data
Audience? 6 millions unique visitors/month; 35% are aged under 30. Average time spent: 1 hours/day Why? To increase qualified recruitment and advocacy: 70% of Twitter’s visitors claim they like to share experiences with relatives When? A six month activation all along the campaign Results? 5 760 000 PAP Source: Médiamétrie
Performant IAB formats are used and retargeted following precise data clusters
Why? To broadcast our ad widely and to retarget potential consumers thanks to data Where? Framework composed of reference websites, appealing our targets as Cosmopolitan, Marmiton‌ When? A two month activation at the end of the campaign Results? 133 333 clics, 1 332 000 PAP
VIDEO GOALS BUSINESS/TRAFIC Primary KPI’s:
AWARENESS Secondary KPI’s:
Completion, conversions
CTR, Shares
An unique expand format which opens up into an engaging video experience
Why? To better broadcast our ad and offer an interactive experience to our consumers Where? Framework composed of blogs as Le Galopin, which audience is made of people under 30 When? A one month activation at the beginning of campaign Results? 97 000 clics, 980 000 PAP
PrĂŠ-roll formats before TV programs in catch-up are really popular among our targets
Audience? Canal+: 5 millions UV. 35% aged between 15 & 34 6Play: 8 millions UV. 15% aged between 15 & 34 Why? To better catch our targets: affinity rate with target is high (av. 135) When? A two month activation at the beginning Results? 210 000 clics, 2 400 000 PAP Source: MĂŠdiamĂŠtrie
PrĂŠ-roll formats on famous and youth channels
Audience? 22 millions unique visitors/month; 35% are aged under 30. Concentration of young people on Canal+ ’s channels Why? To increase interaction and conversion: 39% of youtube’s visitors have taken action after seen an ad When? A two month activation at the end of the campaign Results? 500 000 views, 6 200 000 PAP Source: Médiamétrie
CONTENT GOALS BUSINESS/TRAFIC
AWARENESS
Primary KPI’s:
Secondary KPI’s:
PAP, time spent
CTR, Shares, mentions
Photo formats increase ad recall by 15%
Audience? 5 millions unique visitors/month; over 41% are aged between 16&24. Why? To increase interaction and brand content: average time spent on Instagram represents 4 hours/day for our targets When? A six month activation all along the campaign Results? 7 876 000 PAP, 500 000 likes Source: MĂŠdiamĂŠtrie
Bonus? Increase visibility and shares by microendorsement How? One celebrity chosen per each Xperiapp content community Why? To increase visibility: our target use to refer to celebrities When? 5 posts Instagram at the beginning of the campaign
Micro endorsement increase advocacy
Content Corner: website integrated to melty.fr, where our target can access by a specific tab
Audience? 16,5 millions visits/month. 75% of the visitors are aged between 15 & 34 Why? To increase interaction and brand content: 70% of Melty’s audience claim they read completely articles. When? A six month activation all along the campaign
Source: IPSOS pour Melty/ Mediametrie
50 000 visits expected at least*
5 min per visitor spent on average
About 150 original content produced by Melty
Source: based on last results from Battlefield campaign
Search increase CTR and conversions
Why? To defend our brand and increase conversions: SEA have a great impact on position and CTR
When? A six month activation all along the campaign
Results? 225 000 clics, 6 500 000 PAP
PRINT GOAL AWARENESS KPI’s: PAP,visits on website
Surprise our target by teasing insertions
Why? To complete our segmentation strategy: we attract the glaze of target in his favorite magazine. Audience? Affinity rate: between 166 (Inrocks) and 232 (GQ) Contacts: between 230K (Inrocks) and 870K (Glamour) When? A one month activation, with at least 3 insertions per week, at the beginning of the campaign
FLY POSTING
Surprise our target by teasing formats
FLY POSTING Why?
To interact with people in a smart way: we don’t pay a lot, the attention interaction is maximal When?
A few days activation coordinated with « Make Your Noise » operation Results?
Ad recall, films, mentions, shares
PR STRATEGY.
WHY PR? 20% Of our target read a regional news paper 90% Of our target read a magazine on its last period represents the rate of magazine that our target 7,5% get in the hand Of our target discover the new trends thanks 80% to media (print or web)
PR GOALS NOTORIETY
STRENGTH OF CONVINCTION
Message The community
The events
The app
PR TARGET Target Newspaper General public Second Target Blog : technology, pictures
Main Target Magazine Specialized and General: Trend, tech , lifestyle
EXEMPLES
EXEMPLES
EVENT.
The noisy day“” What? September, 5th 2015;10a.m 00p.m. When? September, 5th 2015;10a.m 00p.m. Where? Place de la République, Paris Why? 5 subway lines, 261 000 people coming per day
BEFORE…The noisy day“”
MUSIC COMMUNITY The best performers will be elected by Sony Community to perform on stage at Place de la République Voting system will only be available on the app The winner will perform on the day of the event
FASHION COMMUNITY A booth in partnership with fashion schools We will make challenged "wild" throughout the day in the corridors of the subway station. They will be broadcast live on a giant screen outside Journalists and Stylists will give look advices to walkers all day long
GAME COMMUNITY 
 Game contest on Sony Xperia Only 
 Recent or retro playstation are set to be played on arcade machines
The winners will receive a Sony Xperia
TRAVEL COMMUNITY Photo-montages and photos chosen by community Most beautiful and funniest photos will be broadcasted on a giant TV screen The aim? Give the opportunity to walkers to use their Sony Xperia mobile abroad thanks to a trip
FOOD COMMUNITY A contest will be led: the goal is to cook a common dish in a new way The best cooking creations posted on the app will be selected by our chef The winners will be offered cooking lessons with great chiefs, broadcasted on giant screen on D-Day
MAKE YOUr NOISE
“”
MAKE YOUR NOISE “” What?
A street operation which aims to make people play an instrument to « make their noise » How?
We’ll install music instruments at some strategic points in Paris. Hostess will invite people to play. When?
September, 10th 2015
BUDGET & CALENDAR.