SANYO is one of the world's leading consumer and business technology brands, with a wide range of products from digital camcorders to photovoltaic panels. In January 2010, Manifest was appointed the UK PR agency for SANYO with a specific remit to help their range of Xacti Dual Cameras establish itself as a range of lifestyle accessories, rather than just leading-edge gadgets.
Our 'Bringing Xacti to Life' campaign strategy combines the need to continue building a reputation for Xacti amongst key influencers and early-adopters, whilst also foregrounding specific applications of the technology to bring it to the attention of publications outside of the brand's traditional comfort zone. Social media and digital outreach is also a key part of the campaign strategy - focusing on driving awareness within unfamiliar audiences and fuelling customer advocacy.
The result has seen Xacti achieve valuable coverage across the typical technology titles such as Stuff and T3, alongside less familiar news and lifestyle media that range from Wedding Ideas magazine to Sky News, to BBC's Something for the Weekend.
Our celebrity outreach campaign has also helped to establish a reputation for Xacti within the A-list; Naomi Campbell, Carey Mulligan, Colin Firth, Clare Danes and Nicholas Hoult have all been seen with one.
In addition to a traditional PR campaign, Manifest has integrated social media as a primary tool in the campaign, establishing and managing popular Xacti profiles on Facebook and Twitter, building an incredibly successful Digital Newsroom, and incorporating digital and viral projects such as Britain's Biggest (pancake) Tosser within the core campaign.