Sony wanted to maximize the impact of its marketing budget for the WH-1000XM6 headphones. While TikTok is a key channel for reaching younger and style-conscious audiences, Sony does not operate its own TikTok channel in Switzerland. The challenge was therefore to combine authentic consumer voices with an effective distribution strategy that could reach the right audience and deliver measurable outcomes.
expeerly sourced authentic fashion-forward reviewers for the WH-1000XM6 and distributed their reviews as ads through TikTok. The campaign reached over 96,000 people, generated 809,000 impressions, and drove 3,553 clicks to Sony’s landing page. With an average CPC of CHF 0.39 and a CTR of 0.44%, the campaign not only outperformed typical TikTok benchmarks but also delivered stronger results than Sony usually achieves on Meta. All three reviewers awarded the headphones 5 stars.
To reflect the lifestyle positioning of the WH-1000XM6, expeerly specifically selected reviewers with a fashion focus. Each reviewer created a short, authentic testimonial, highlighting the headphones in real-world use.
All reviews were evaluated under expeerly’s Trust Charta standards before being approved for publication.The campaign was then boosted via the expeerly TikTok account in collaboration with an agency partner (More than social agency). This allowed Sony to benefit from strong visibility on a platform highly relevant to their target audience, without the need for their own Swiss TikTok channel.
Expeerly sourced suitable reviewers and ensured each review adhered to our standards.
Expeerly reviews for Sony WH-1000XM6 were boosted on TikTok, opening a new, highly efficient marketing channel to reach Swiss audiences
The campaign with expeerly proved that authentic video reviews can open a powerful new marketing channel for Sony on TikTok.
The WH-1000XM6 reviews not only achieved unanimous 5-star ratings but also delivered outstanding performance.Within weeks, the campaign reached over 96,000 people and generated more than 809,000 impressions.
In total, 3,553 clicks were driven to Sony’s landing page at an average CPC of CHF 0.39, with CTRs of 0.44%.
Compared to typical TikTok benchmarks in Switzerland for consumer electronics — where CPCs average around CHF 0.70 and CTRs around 0.30% — the Sony campaign significantly outperformed expectations.
Even more importantly, the performance was stronger than what Sony typically achieves on Meta, proving that review-driven TikTok ads are not only highly efficient but also competitive against established channels.
Amna Hanafi,
Marketing Communications Manager Sony Europe
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