When I was part of the Sony Latin America social media team in the digital agency Avatar, we needed a campaign concept for the photography division.

Problem

🚨 Facing the heat from competitor brands that caused quite a stir in the industry with the launch of their mirrorless cameras.

🎯 The goal was to create awareness of Sony's mirrorless cameras and establish leadership in this technology.

👨‍👩‍👦‍👦 The campaign was for the professional photographer's niche.

Solution

I created +15 concept options, and this is the winning concept🟥

✅ It has a three-act, a structure with three elements that are very common in storytelling and different types of communication because it's effective and easy for people to follow and remember (Think of Nike's Just Do It)

✅Focus. Create. Change.That's the concept and main copy for the campaign:

Focus: a word that aims to be playful and highlights one of the most important elements of the cameras and urges photographers to concentrate on something.

Create: what something? In creating. That's the photographer's main goal, focus on creating their art.

Change: how are they going to create their art? With Sony. This word suggests two things. The first is a literal and direct CTA encouraging professionals to change and choose Sony as the leading equipment brand. Secondly, it also suggests the constant stage of trial and discovery in the photographer's process.

Results

📡 +250.000 people reached

📈 25% profile views increase

📩 9% increase in contacts through DMs