Hitting the High Notes with Amazon Shoppers
The Challenge
Few brands are more committed to high-fidelity audio and music enjoyment than Sony Electronics, famous for creating products that have innovated and inspired music listeners for three generations and counting.
To celebrate the connection between music creators and their listeners, Sony introduced its ‘For The Music’ campaign. This new brand platform, hosted on Sony’s website, spotlights artists’ stories alongside the Sony audio products that bring their work to life.
The strategic initiative launched with the introduction of Sony’s WF-1000XM5 noise-canceling earbuds, which captivated audiophiles to discover music the way it was meant to be heard.
Sony sought a seamless way to launch both the platform and earbuds with two goals in mind: build awareness around ‘For the Music’ while simultaneously driving interest and Amazon sales for its new headphones among Gen Z and Millennial targets.
Sony partnered with Tinuiti, a leader in Amazon commerce, to design a surround-sound campaign over two months that drove awareness, engagement, and conversions.
Results
53.5 million
consumers reached
+$15 million
revenue from attributed sales
+100%
increase in ROAS
How We Did It
Tinuiti crafted a comprehensive full-funnel strategy, ensuring touchpoints at every stage of the consumer journey.
Tinuiti built custom Amazon Marketing Cloud (AMC) Audiences for six distinct groups: headphone users, music creators, and music listeners across both Gen Z and Millennials. With such granularity, Tinuiti ensured that each group would receive curated, custom-tailored messages that inspired interest and action.
Beginning with upper-funnel awareness, Tinuiti launched high-visibility placements across Hulu, Spotify, YouTube, Meta, and Google. The awareness ads largely highlighted ‘For the Music’ artists, leveraging their star power to capture attention. Users who engaged were retargeted (again using AMC’s capabilities) to drive consideration and conversions.
Complementing these efforts was a custom landing page created in Amazon’s Brand Innovation Lab. This featured ___ and attracted substantial traffic. Leveraging Amazon’s Performance Plus Beta technology – which uses first-party signals and machine learning to optimize sales beyond Amazon – the team also drove significant off-Amazon conversions, extending success beyond Sony’s initial goals.
Audiences tuned in. After just two months, the campaign reached 24.5 million Gen Z consumers and 29 million Millennials. The product detail page for the WF-1000XM5 earbuds on Amazon amassed 650,000 shoppers alone, with 4.5 million more interacting with other Sony product pages. Additionally, retargeting campaigns generated hundreds of thousands of dollars and exceeded Amazon’s ROAS category benchmark by 75%.
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