Sony LinkBuds

Sony Electronics needed a way to effectively communicate and market the unique selling proposition of its new line of headphones, the Sony LinkBuds, to their core North American audience of Gen-Z and Millennial consumers.

Sony LinkBuds lets you merge your digital audio experiences with select audio from the world around you. Now you can listen to your favorite artist, stream your favorite show or play your favorite game and still have a conversation with the person beside you without flicking a switch or removing an earbud, bucking the trend of noise-canceling to introduce audio-including/audio-curating technology. Sony LinkBuds let users remain “always on”, no matter the circumstances.

We sought to tell a story about a product that is as unique and convention-defying as the audience we aimed to connect with.

We delivered a North American launch campaign that demonstrated product benefits in ways that are organic and authentic to how our audience uses LinkBuds, fluidly moving between virtual and physical worlds without compromising connection.

The tone, voice, and tenor of content was co-created alongside some of Gen-Z and Millennial audiences’ favorite influencers and artists, and made native for the platforms and digital ecosystems they live and play in.

In all, our campaign generated 425 million impressions across social in the first week alone, with an 83% favorability rate on the Sony LinkBuds.