Case Study: Sony Electronics Inc. achieves 200% social reach growth and 122% Twitter audience increase with Adobe Marketing Cloud (Adobe)

Sony Electronics reaches out to a tech-savvy audience

Sony Electronics, a leading consumer electronics maker targeting tech‑savvy audiences, needed to deepen customer engagement, strengthen brand loyalty, and optimize a multichannel strategy—especially around its SXSW Tablet S campaign—to drive awareness and e‑commerce performance across social and digital touchpoints.

Using Adobe Marketing Cloud (Analytics, Target, and Social), Sony ran targeted social campaigns, real‑time dashboards, A/B tests, and multi‑touch attribution to optimize experiences across devices and channels. The effort delivered faster decision‑making and measurable lift—establishing sophisticated attribution, improving cross‑channel experiences, and driving a 122% increase in Twitter followers and a 200% growth in reach from a single SXSW contest.

Sony Electronics Inc.

Michiko Araki

Vice president of brand activation, Sony Electronics Inc