PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Join the PerformanceIN Partner Network
Social Community Generates €4 Million for Sony Europe

Social Community Generates €4 Million for Sony Europe


Sony is one of the leading manufacturers of electronic products for the consumer and professional markets. As a prominent innovator within this space, Sony’s online forum enables the company to connect with customers in a transparent manner and provides a trusted place for customers to source help, information and to connect with each other.


Sony Europe needed to migrate its 12-year-old existing European Sony Electronics Forum to a new online platform. The company required an online platform where its huge fan base of photo enthusiasts could share their content in galleries and participate in monthly photo competitions. The goal was to decrease Sony-generated content, increase fan-generated content and ultimately drive loyalty and top line sales.


Lithium’s powered community allows Sony’s customers to engage with company-generated blogs, user-generated content, tutorials, workshops, and competitions. Through the community, Sony can help customers build their photography skills by providing workshops and tutorials, moderated by Sony World Photography Award winners.


Lithium provided a robust platform with flexibility to adapt and measure Sony’s strategic goals via different content types, developer tools and metrics. Thanks to this flexibility, Sony was able to create a compelling photo gallery, full integration with other Sony websites and a simple design that follows Sony brand DNA.


As a result of the new community, Sony has seen top line sales of approx. €33M, of which approx. €2M comes from online sales. In terms of loyalty, user-generated content increased to 99%. This is an incredible increase in user-generated content, which was one of Sony’s main goals in migrating its community to Lithium.

  • Community generates 7M+ searches per month.
  • Total benefit of €4M.
  • 10,000 new registrations.
  • 6.7k posts per topic, 1.4k topics.

Continue the conversation

Have something to say about this article? Comment above, share it with the author performancein or directly on Facebook, Twitter or our LinkedIn Group.

Case Studies

Case Studies

All the best examples of brands using performance marketing to their benefit, hand picked by our editorial team. Email yours to

Read more from Case

You may also like…