Sony Vietnam × Bespoke Marketing

Unifying media, retail media, and stores: a “Performance OS” for DI, S&V, and omnichannel growth

Public note: Specific calendar dates are intentionally omitted. All performance values are NDA-adjusted.

Executive summary

Sony tasked Bespoke Marketing to act as a single orchestrator—one brain—across Digital Imaging (ILC/Lens, ZV-1), Sound & Vision (BRAVIA, Soundbar, PAS, VSMobile), and Offline Store programs. The goal: grow GMV while protecting margin, increase New-to-Brand, and win share on flagship categories across Google Ads, Meta, TikTok, and marketplaces.

The challenge we diagnosed

  • Fragmented optimization. GA4, ad platforms, and retail media networks were not speaking the same language.

  • Signal pollution. Micro events bled into automated bidding.

  • Brand vs. generic cannibalization. Budgets were not anchored to incremental revenue.

  • Retail media under-leveraged. Feeds missed GTIN or feature-first titles; onsite placements were inconsistent.

  • PDPs not ready for high AOV. Missing comparison tables, financing, and rich media.

The “Performance OS”

  1. Measurement backbone

    • GA4 e-commerce with Enhanced Conversions and Consent Mode v2.

    • Unified taxonomy and UTM governance; primary conversions only in bidding.

    • BigQuery + Looker command center integrating Ads, GMC/RMN, inventory, and price index.

  2. Google Ads and YouTube

    • Brand isolation; Generic/Feature STAG with Broad + Phrase and shared negatives.

    • Performance Max by category with feed-only holdouts to measure incrementality.

    • YouTube for Action sequencing with brand safety and frequency discipline.

  3. Retail Media Networks (Shopee/Lazada/Tiki)

    • GTIN coverage, feature-first titles, promotions, and shipping annotations.

    • Sponsored search/discovery and onsite placements; share-of-shelf protection for flagships.

  4. Meta & TikTok

    • Advantage+ Shopping/Catalog; creator-led Video Shopping Ads for ZV-1 and audio use cases.

    • Catalog retargeting and value-based audiences; creative matrix with three-second hooks and proof.

  5. E-store experience

    • Mobile CWV on target; long-form PDPs with FAQ schema, demos, and bundle logic (e.g., Camera + Lens + Card).

    • Back-in-stock and financing badges; Local Inventory Ads where applicable.

  6. Margin-aware bidding and budgeting

    • Portfolio tROAS by category margin and stock depth.

    • Spend moves by marginal ROAS and lost IS, not intuition.

    • Geo/audience experiments and new-customer uplift tracking.

Illustrative outcomes (NDA-adjusted)

  • Total ROAS +58% vs. baseline.

  • DI non-brand share +17pp; New-to-Brand +13% on the e-store.

  • Generic CPT −~24%; lost IS −34% on fifteen strategic terms.

  • Store footfall +31% and program conversion +19% when media and retail activations ran in lockstep.

What executives should take away

  • One operating system beats many silos. Media, merchandising, and inventory must share signals.

  • Feed and PDP quality decide the outcome. For PMax, RMN, and Collaborative Ads, these are not hygiene—they are strategy.

  • Measure what you want to buy. Prioritize new-customer and incremental revenue, not blended ROAS.

  • Cadence creates control. Steerco weekly, reviews monthly/quarterly, and a war-room playbook for peak events.