Case Study · Sony Thailand
SonyAlpha 7C IIThe Ultimate Creator Synergy
Six of Thailand's biggest KOLs in one TVC, one key visual and one synchronized launch — the campaign that made the Alpha 7C II the talk of the town.
- 6Mega KOLs
- 2Phases
- 1Synchronized launch
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The Brief
- Client
- Sony Thailand
- Product
- Sony Alpha 7C II
- Campaign Objective
- Build massive awareness and cement the brand's image as the camera of choice for Thailand's top content creators, through a Mega-Collaboration strategy.
The Challenge & Strategy
EcosystemOrchestration
Launching into a camera market this competitive, separate KOL reviews might not have been enough to shake the whole country. So we chose an “Ecosystem Orchestration” strategy: gather the icons of Thailand's lifestyle and photography scene in one place to create a talk-of-the-town phenomenon — and send consumers the most powerful message there is: that the country's leading creators all trust, and belong to, the Sony family.
The Line-up
Six of the country's Mega KOLs, each with their own audience — brought into one frame.
The full TVC — all six Mega KOLs in one film.
Execution & Rollout
The campaign was structured tightly in two phases, to create both massive impact and sustained momentum.
The Master CollabIgniting the Trend
- Managed and brought together six of the country's Mega KOLs — เทพลีลา, yesimdart, maneemejai, giftlee, gowentgo and tavepong_street — to shoot the TVC and key visual (KV) as one group.
- Controlled the release systematically: every KOL channel ran its content at the same moment, using the group KV — the picture of six forces joined under the line “เปลี่ยนมาเป็นครอบครัว Sony ด้วยกันนะ” — and driving home the technology claim “AI โซนี่ ดีกว่าแน่นอน”.
- Alongside it, each KOL released their own single KV, so that every channel's character and fandom came out to take part in full.
The Ripple EffectAlways-on Awareness
- With the upper-funnel phenomenon created by the Mega KOLs, we lined up the next tiers (Macro / Micro) to release in-depth reviews of the Sony Alpha 7C II's functions, continuously.
- This systematic hand-over turned a wave of mass attention into in-depth consideration, and kept the product talked about on social media without a gap.
Key to Success
Fast.Precise.Measured.
Every detail of a campaign with several Mega KOLs under control. We were the hub that threaded the briefs, the schedules and the brand message into one system running in step — delivering exactly what Sony asked for without diluting any KOL's character.