Case study · Sony
The Sony Alpha 7 V launch · Clips shown without sound
When people searched for the new Sony, they found Sony
The Sony Alpha 7 V was one of the most anticipated cameras in years. We ran its launch across YouTube, Instagram and TikTok with creators who had the camera early, so the moment it was announced, the reviews, tests and real world footage people found were the story Sony wanted told. The content passed 17 million views across socials.
Mind share becomes market share. So we made sure the new Sony was all anyone saw.
The launch
Sony announced the Alpha 7 V in December 2025, more than four years after the Alpha 7 IV. It arrived with a 33 megapixel partially stacked sensor, a new BIONZ XR2 processor with built in AI, 30fps shooting and 4K 120p video. Photographers and filmmakers had been waiting for it for years.
On launch day, thousands of them go looking for the same things: is it worth the upgrade, how good is the image quality, how does it actually perform? Whoever answers first shapes what everyone thinks of the camera.
The brief
Sony didn’t just want hype. It wanted to own the conversation. When someone searched for the new camera on YouTube, TikTok, Instagram or an AI assistant, the first things they found should be content Sony had shaped: honest reviews, real settings and real footage, not a stranger’s hot take.
So the job was entertainment that also sells. Videos people actually want to watch, with the new Sony at the centre of every frame.
First person shooting · Clips from the launch content
What we did
We ran the launch end to end, across every platform.
Creators with early access
We put the camera in the hands of creators before launch, so they could review it properly and have content ready the moment it was announced.
Content people search for
Reviews, first person shooting, image quality tests, the best settings and how the camera performs in the real world. Entertaining to watch, and every one of them shows off the new Sony.
Ideas and packaging
We helped shape the videos themselves and the titles and thumbnails, so they earned the click and ranked for the searches that mattered.
Timed to the second
Everything went live on announcement day, so Sony filled the results before anyone else could.
Every platform, one story
Long form on YouTube, short form on Instagram and TikTok, and content structured so AI assistants could find it, trust it and quote it.
Search for the new Sony
This is what launch week looked like.
Views across socials
Across YouTube, Instagram and TikTok, the launch content passed 17 million views. For launch week, when people went looking for the new Sony, they found Sony’s story.
Mind share is market share. With the conversation owned from day one, the launch went on to drive millions of dollars in sales.
Reviews and deep dives
Full reviews, settings guides and real world tests, built to rank for the searches buyers make.
First person and fast
Short, native clips of the camera in action, from gigs to city streets.
The answer, not an afterthought
Clear, well structured content that AI assistants draw on when people ask which camera to buy.
Take the shot
Every video, a reason to want the camera.
Why it worked
It sold the camera by showing it, not selling it.
Entertainment first
People watched because the videos were good. The camera was simply the star of every one.
Real world proof
First person footage shows what a spec sheet can’t: how the camera actually performs.
First to the search
Being live on announcement day meant Sony’s story was the first one people found.
Everywhere at once
YouTube, Instagram, TikTok and AI search all told the same story, at the same time.
Everything we did
Camera photography by Brent Ninaber, Michael Soledad, Liz Weddon and TheRegisti on Unsplash.
The camera AI recommends
Ask an AI assistant whether the new Sony is worth it, or which camera to buy, and it draws on the reviews and tests that answer those questions clearly. We made sure those answers were Sony’s.
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