Sony PlayStation Suomi used Komfo's social media marketing suite to more efficiently manage their Facebook page and campaigns. This allowed for real-time collaboration between local offices and helped increase engagement. A campaign for Spiderman saw increased reach and faster time to market. Sony PlayStation Suomi was able to outperform competitors with higher engagement rates, despite having fewer fans. The Komfo platform helped save costs and resources while increasing exposure and awareness for Sony PlayStation.
Learnings From Successful Facebook Social Campaigns - Nudge - Social Media Wo...
Sony PlayStation Suomi - Use case
1. Sony PlayStation Suomi.
Outperforming competitors, Higher Fan Engagement, Cost
Savings & Efficient Marketing - How Sony PlayStation made it
all possible with Komfo’s social media marketing suite
SITUATION Solution Results
Nordisk Film is a company in the Egmont Group Sony PlayStation Suomi has a local community Even though Sony PlayStation Suomi has the
and the leading Nordic developer, producer and manager who manages local relevant content and smallest number of fans compared to other Sony
distributor of creative content in movies, games, campaigns, and helps in the implementation of PlayStations fanpages in the Nordics, it has been
and music. Nordisk Film is the official distribu- cross- Nordics campaigns. able to outcompete its direct competitors on
tor of Sony PlayStation consoles, equipment and The Komfo platform enables real-time collabo- Facebook within a couple of months. It’s IPM
Sony-developed games in all of the Nordic coun- ration with colleagues in Denmark, Sweden and score lies in the range of 5-100 which is signifi-
tries. Norway, and sharing of best practices across of- cantly higher than any brand has on Facebook in
Nordisk Film manages more than 60 facebook fices has never been easier with an added benefit Finland.
pages with more than 430 000 fans. Having to of leveraging consumer insights. Sony PlayStation Suomi now aims to compete in-
manage so many customer “touch-points”, On the recent Spiderman campaign, even Sony ternally with other Sony PlayStation fanpages to
Komfo was selected the social media marketing Entertainment Europe worked virtually side by increase engagement and conversion.
suite vendor. side each local community manager, enabling The number-one benefit of using the Komfo
faster time to market and no bouncing forth and Platform is the fact that it has helped Sony
In 2011, higher emphasis was made on creation back between the many 3rd parties involved, PlayStation generating more product exposure,
of local fanpages and Sony PlayStation Suomi got minimizing revisions and version control. increased brand awareness and higher engage-
its local Facebook fanpage in August 2011. Sony PlayStation make most of their engagement ment rates. With one campaign only, it got 3,000
With a minimal time investment, the objective apps by themselves, and the biggest hit has been new likes on first day, 139,000 fans saw the cam-
was to increase exposure for Sony PlayStation a campaign to ‘Like Sweden to oblivion’ – playing paign, reaching 1.3 million fans and friends-of-
products and gather Facebook fans around en- on the hate/love relationship between Sweden fans.
gagement related activities such as campaigns and Finland. Creating an app for Sony PlayStation Suomi takes
and sweepstakes. ‘Without Komfo, we would not be able to create roughly a day. To have an agency to it, it can
Another objective was to measure effects of cam- and run our campaigns on Facebook and get the easily take at least a week to two (…with all the
paigns, share best practices with colleagues to results from them’ states Wille Miljas, the com- briefing, understanding, creation, project man-
get smarter about e.g. munity manager of Sony PlayStation Suomi. agement etc)– and in addition Sony PlayStation
• How to create engaging content that will keep Sony PlayStation Suomi uses Komfo to schedule Suomi is saving 10 000’s of Euros on apps crea-
fans following and get them to participate more posts (status, videos, pictures and links) in order tion!
on the page? to catch the fans at the best hour of engagement By only posting during working hours, Sony Play-
• How do we engage our fans and optimize the e.g. in the evenings and during weekends. Station Suomi would miss a critical opportunity
use of our human resources for that purpose? Komfo’s IPM (Interaction per 1000 fans) score is to get visibility they wanted to get maximum
used to ensure that the best possible content is engagement. Having a platform that enables
served for the fan base. scheduling of posts in the evenings and during
weekends has increased engagement from fans
significantly.
’ We are saving money with Komfo as we always
have one person who makes the creative stuff
and then the other countries localize accordingly’
says Wille Miljas, Sony PlayStation Suomi.
What is impressive is that the results are com-
pletely organic and there has been not spent any
Euros on Facebook ads or sponsored stories.
Sony PlayStation has incurred significant cost
savings in the form of marketing efficiency and
the Komfo platform has contributed profoundly
to the bottom line.