Sony Thailand Product Launch
How Brandstorm drove 4.5x ROAS and 8M+ impressions for Sony's flagship product launch across Google, Meta, and TikTok.
Campaign Challenge
Sony Thailand needed to launch a flagship consumer electronics product in a market where attention is fragmented across dozens of digital channels and consumers research extensively before purchase. The challenge was not just reach — it was reaching the right consumer at the right stage of their decision journey.
The brief: maximise product awareness, drive qualified traffic to retail and e-commerce, and convert intent into sales — all within a defined launch window.
Our Approach
Awareness — Video on TikTok & Meta
High-impact video creatives showcasing product features in lifestyle contexts — optimised for completion rate and brand recall across TikTok Ads and Meta Reels.
Consideration — Google Display & YouTube
Retargeting warm audiences with product comparison content, feature-led videos, and category searches to capture intent signals and move consumers toward evaluation.
Conversion — Search & Shopping
Google Search and Shopping campaigns capturing high-intent queries at the moment of purchase decision — linking directly to Sony's official store and key retail partners.
Creative Optimisation
Continuous A/B testing of ad creatives, audiences, and bidding strategies throughout the launch window — reallocating budget to top performers weekly.
Campaign Results
The campaign delivered 8M+ impressions, a 4.5x ROAS on paid channels, and a +32% sales lift versus the same period in the prior year. Sony Thailand's product achieved top-category visibility across all three platforms throughout the launch window, with particularly strong performance on TikTok where completion rates exceeded category benchmarks by 2.1x.
Client
Sony Thailand
Industry
Technology & Electronics
Services
Duration
12-week launch campaign
Market
Thailand — National
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