Success Case Sony Channel on LinkedIn
The Sony Channel promoted the new season of Shark Tank Mexico through LinkedIn, achieving a greater level of reach and engagement with its audience of entrepreneurs.
Sony Channel is one of the leading entertainment channels in the Region, with almost 20 years established as the destination of those Latin American fans who want to enjoy the best series, Hollywood films and original productions. The success of Sony Channel is based on an offer of the highest quality modern, relevant and aspirational content. Sony Channel is part of the portfolio of channels in Latin America of Sony Pictures Television, a company belonging to Sony Pictures Entertainment, and one of the leading content providers in the television industry.
The main objective of the brand was to promote the new season of Shark Tank Mexico to obtain a higher level of reach and engagement. Through this campaign, the goal was to reach entrepreneurs, directors, managers and senior professionals with a direct, attractive message and with clear information inviting them to watch the program. For this purpose, they used LinkedIn to capture the right target in a personalized and precise way.
To impact users, they used the exclusive segmentation offered by LinkedIn, reaching entrepreneurs, directors, managers and senior professionals. The brand used different creative means to reach the target audience through the following formats:
It invited entrepreneurs to watch the program’s new season. There were two types of messages: In one of them, 4 types of entrepreneurs were described so that the user identified with the descriptions according to their profile. In contrast, the other message encouraged them to improve their business. Both included the call-to-action “Agéndalo” that was derived from the Shark Tank website where the user could interact with different program contents.
Professionals and entrepreneurs were impacted through the platform’s home page, expanding the scope of the message that the brand wanted to communicate. The announcements revealed information about the program and allowed access to the landing page, where the broadcast schedule was displayed, and also provided the possibility of receiving a reminder 15 minutes before each broadcast.
The CTR obtained by this campaign through the sponsored InMail format was the highest in the mexican market”s entertainment industry.
BENCHMARK DE 50%
BENCHMARK DE 5%
BENCHMARK DE 0.7%
BENCHMARK DE 0.5%
KEYS TO SUCCESS
IMPACT ON THE SPECIFIC TARGET:
Thanks to the segmentation possibilities offered by LinkedIn, Sony Channel was able to produce the right message and impact entrepreneurs, employees and employers.
USING SPONSORED INMAIL
It allowed them to reach users through a variety of creative means with specific contents for each segmented target, where they offered relevant information and invited users to interact with the program’s content.
The platform allowed the brand to promote the launch of the new season of Shark Tank Mexico, in an environment of professionals and entrepreneurs and adapting the message to the context.
JOSÉ ANTONIO HIDALGO
VP & GM – SPT Channels – Mexico
Contextualizing the message is one of the most important points to achieve success with this type of strategy”