Click here to learn how we repositioned a $150M business to drive 30% regional revenue growth.

Sony: Cinema Line Brand Transformation & Revenue Growth

Situation

Brought in to lead marketing of $150M division at Sony to help grow the Cinema Line of cameras with both consumers and influencers, as well as building the brand with high-end filmmakers. This included addressing perception challenges in the professional filmmaking market, where the brand was viewed as a consumer brand rather than a trusted high-end cinema partner.

Tactics

Reposition the brand to compete credibly in premium cinema and studio markets while accelerating regional revenue growth across both high-end and prosumer segments.

Action

 

  • Led go-to-market strategy and brand repositioning for a $150M regional business
  • Led and executed 13 major product launches across both high-end and consumer technology
  • Contributed to the development of five new camera systems, serving as a bridge between Tokyo engineering teams and end-users, including Oscar-winning cinematographers
  • Built strategic partnerships with award-winning filmmakers and major studios
  • Directed influencer strategy to expand reach across both elite and emerging creator segments
  • Developed a scalable content and PR engine generating 500+ global assets
  • Drove sales growth across both high-end cinema and prosumer camera lines
  • Partnered across divisions includign Sony Pictures, PlayStation, Virtual Production, and Home Entertainment to grow sales

 

Results

 

  • Around 30% regional revenue growth over four years
  • Doubled high-end cinema camera sales at launch
  • Strengthened prosumer adoption in competitive segments
  • 60% increase in PR coverage by leveraging owned, shared, and earned channels
  • Elevated Sony’s credibility among elite filmmakers while broadening market access

 

While video isn’t the only way we devised marketing campaigns, its probably the easiest to help showcase some of the projects. Here’s a look at behind-the-scenes videos, which shows how one of the camera systems we developed was used in F1: The Movie. This use case was strategically used to showcase how the division listened to end users and to highlight the division’s engineering prowess.

Here is an example of how we leveraged a partnership with YouTuber Potato Jet to help share details on a new camera targeted towards more high-end customers. Instead of a typical product review, we wanted to show the unique capabilities of the camera, who the tech was targeted to and of course, enable Potato Jet to take viewers on a unique journey.



And here’s an example of how we leveraged more popular channels and filmmakers to help promote our lineup of prosumer cameras and create a community around the technology while staying true to the personality of the brand. This piece was part of a larger campaign that was devised, which doubled sales of a prosumer camera on a major online channel partner.



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