Be ALpha

The tone was set by a key brand video calling on the creator community to lean into their passion and fortitude. To be unrelentingly committed to capturing the shot. Video, informational graphics, a revamped website and more were used to focus the message and rally the community.

It was Sony’s most successful launch ever, helping them achieve #1 in sales, outstripping Canon for the first time. We engaged users and fans on an unprecedented level, hitting paid media, social channels, and other areas where photographers were looking for knowledge and inspiration. The massive multichannel campaign directly engaged the user community by highlighting a curated set of creators and featuring their work and approach on our site, on social and in our media.

We redesigned and maintained Sony’s blog website and evolved it to a community hub. This is a space where photographers can learn more about their craft, create a portfolio, find inspiration from Alpha Universe ambassadors, read about the latest releases, and even maintain their gear.

Our most successful activation was a grant program around building awareness, community & investment in a typically underrepresented voice in professional photography – female creators. Alpha Female+ was transformative in driving massive growth in engagement, and a threshold moment in Sony’s GTM shift.