Consumer electronics — DTC e-commerce
Sony: A media plan that turned a device launch into consistent purchase volume.
Media planning, account structure and delivery for Sony's self-fitting hearing device line — scaled from a small always-on test into seven figures of tracked purchase value.
10.77x
Average purchase ROAS at test stage
$1.31M
Tracked purchase value, Jan–Aug 2025
5.05x
Average ROAS at scale across 14 campaigns
Scope
- Media planning
- Account structure
- Audience strategy
- Delivery & optimisation
2024 – 2025, ongoing scale
The problem
A considered-purchase medical device with a long decision window, a sensitive category and strict messaging rules — sold direct to consumer, where most paid accounts stall at the top of the funnel.
What we did
- 01Built the media plan around clearly separated audience worlds — job, hobby, family and military — instead of one broad prospecting pool.
- 02Held a dedicated retargeting flow so the long consideration window was worked rather than re-bought at cold prices.
- 03Scaled by promoting proven audience-and-creative pairs, keeping cost per purchase inside target as spend increased.
- 04Reported on purchase value and ROAS rather than clicks or leads.
Funnel: before and after
Stage by stage.
Awareness
Before
Broad, undifferentiated prospecting
After
Distinct audience worlds with tailored messaging
Each segment got a reason to care rather than one generic pitch.
Consideration
Before
No structured mid-funnel
After
Dedicated retargeting flows, $137,894 purchase value at 6.86x
The long decision window became an asset instead of a leak.
Conversion
Before
Small test budget, unproven economics
After
10.77x average ROAS at test, holding 5.05x at scale
Efficiency was protected while volume multiplied.
Retention
Before
One-off purchase tracking
After
Segmented repeat and accessory audiences
Existing customers were separated from acquisition spend.
A device line that scaled from a three-campaign test to fourteen campaigns and $1.31M in tracked purchase value while staying profitable at every step.