Turning the Korean camera mega trend into ‘One-man media era’ for Sony Korea

VlogWithSony Campaign Launch

Sony Korea, which has been working with M&K Korea since 2017, commissioned an all-round PR strategy as they planned to launch RX0 II, the first Sony’s camera made for Vloggers in March. Sony Korea has so far conducted several activities targeting camera and photo enthusiasts, so they felt a new PR strategy for Vloggers needed.

M&K has organized media photography session, media conference and influencer event based on the new camera’s key message: ‘’a camera for a vlogger.’ As a result, a total of 114 coverages including 5 print coverages were secured and achieved PR value of over KRW 194 million.

As for the influencer event which was held in the party theme, M&K proposed selecting and inviting the influencers from three fields: IT/Device, Travel, and Beauty, which are highly interested and in need of high performing cameras. A total of 24 influencers including the top IT/Device/travel/beauty influencers  such as ‘VideoClass’ with 350K subscribers, ‘Heechulism’ with 440K subscribers and ‘YoonCharmi’ with 1.1 million subscribers attended the event.

After the new product launching, M&K Korea has carried out the optimized product seeding to create review contents and increase customer interest. Over 30 media and influencers were able to experience the new product and it created various review coverages.

Furthermore, M&K Korea has actively carried out media meetings since April to introduce the new product as a mega-trend product. M&K Korea has distributed the feature article titled “the rise of one person media” to Major general and business dailies including Dong-A Ilbo, Kukmin Ilbo and Korea Economic Daily and captured in-depth coverages introducing RX0 II.  Through successful collaborations with M&K Korea, Sony Korea has been able to lead the trend of the Korean camera industry by shifting the camera industry’s issues to ‘a full frame camera.’


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