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Sony Mobile has established itself as a premium Android phone manufacturer through its celebrated Xperia range. However, to stand out in an increasingly saturated market, the company needed to showcase its key product differentiators to consumers on mobile. By partnering with Ogury, Sony Mobile was able to leverage the insights drawn from first-party mobile journey data to identify and attract its ideal users at scale. The performance of the resulting campaigns exceeded all benchmarks.
Challenge
As an established player in the smartphone market, Sony Mobile is no stranger to cutting edge consumer technology. However, while mobile phone usage continues to grow, the frequency of consumers changing devices has declined. Facing ever-increasing competition, Sony Mobile needed to identify users looking to upgrade their devices and effectively reach them with the benefits of its Xperia range that would most appeal to their interests. To achieve this, the company sought a technology partner that would enable it to reach and attract its ideal audience of existing and potential ‘Sony lovers’, at scale.
Solution
Sony Mobile partnered with Ogury to identify and engage this bespoke audience. Ogury’s detailed insight into churn among mobile users was analyzed to identify those consumers likely to upgrade their devices in the near future. Ogury’s User Engagement solution was utilized to uncover their key passion points and affinities based on their observed behavior across websites and apps. This allowed segmentation of Sony Mobile’s audience by interest, such as ‘Regular Gamers’, ‘Photography Fans’, and ‘Entertainment Lovers’. Customized video and CPC formats designed to appeal to these interests were served, showcasing the features of the Xperia range. Ogury’s AI-powered User Affinity Engine continuously refined the campaigns by upweighting those users with higher performance, to ensure optimal brand awareness results for Sony Mobile.
Results
By mapping the complete mobile user journey of Sony Mobile’s ideal users, Ogury was able to achieve the best on-plan results, smashing all of Sony’s own benchmarks. VTR results were 75% higher than the set benchmark for video campaigns. CPC campaigns registered an average CTR that was 260% over benchmark, while the average time spent on the Sony Mobile site from traffic generated by the campaigns exceeded 60% over benchmark.
Ogury’s deep knowledge of user churn and User Engagement solution have enabled us to uncover qualified audiences that we had previously not identified. Campaign results have been outstanding, and the insights generated have been applied across our mobile strategy. We trust that Ogury will deliver strong performance for us, and the service level we receive from the team confirms that we are in reliable hands.
Sebastien Bardin
Head of Digital & Media Strategy, Sony Mobile
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