Xperia global content creation
What did I do?
As content lead at Xperia's lead digital agency I worked on brand definition and articulation as well as multi-channel content and messaging for multiple new product launches.
What did they need?
The key challenge was to convey unique Sony brand messages and product differentiators in the context of a highly competitive smartphone market. When the brand is the differentiator, the message and tone of each piece content was critical.
The right message for each medium
Every product had a different target audience and proposition. For each new product we started by working with product teams and engineers on a tagline and messaging hierarchy, as well as identifying product journeys. From there we went into content creation: copy, images and videos that served as key assets to be used across channels and markets.
