Sony • Digital Paper product launch campaign
Campaign Overview
The Sony Digital Paper (model DPT-RP1) is the world's thinnest, lightest letter-size tablet device: as thin as 30 sheets of paper. The projected capacitive touchscreen allows for “pencil or pen style” writing and erasing with provided stylus. It also allows for easy drag & drop transfer of documents via USB or wireless (Wi-Fi or Bluetooth) with Digital Paper app installed on your PC or Mac.
When tasked with creating an ad campaign for this product line, Sony wanted to hone in on specific target audiences that had a high probability of converting. In discovering that the Digital Paper product resonated more with business professionals, students & academia, we shaped our entire ad campaign around this insight.
The Challenge
Since the first introduction of the Digital Paper entering the market in 2015, Sony found it challenging to differentiate this product amongst the crowded marketplace of tablets & e-readers.
While the first model (Sony Digital Paper DPT-S1) was discontinued in late 2016, its successors hit the marketplace in 2017 and 2018 — models DPT-RP1 (13.3-inch screen) and DPT-CP1 (10.3-inch screen) respectively. Our ad campaigns were crucial in changing the public perception of the E ink e-reader by Sony.
Additionally, Digital Paper lacked strong brand awareness and purchase intent as compared to its tablet & e-reader competitors.
The Solution
Due to a more limited marketing budget, we strategically placed Digital Paper advertisements on platforms that allowed hyper-targeting to reach our primary target audience.
A high-level overview of our strategy included the following tactics, but was not limited to:
Utilize self-serve digital ad platforms that yield a highly cost-effective CPM and/or CPC (cost-per-click) — such as social media platforms, Google Ads, LinkedIn, etc.
Leverage 3rd party data to zero in on our primary audience (i.e. business professionals, academia, college students)
Aggressively optimize campaigns towards conversions and cost-effective KPI’s to ensure all ad dollars are spent wisely
The Results
At the end of the campaign, we were proud of the progress we’ve made in shifting the public perception of the product, while converting our primary audience into Digital Paper users.
A couple notable performance insights:
Highly cost-effective campaign with a low CPC of ~$1-2 across all platforms (Google Ads, LinkedIn Ads, Facebook Ads)
Successfully identified & matched our primary target audiences within all utilized digital & social ad platforms with minimal ad wastage
Stayed true to an aggressive optimization cadence for the in-platform ads in order to garner high conversion & cost-effective results
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