Sony Alpha Female +

Cultural Catalyst: Elevating Diverse Voices in Visual Storytelling

Influencer / Social

About project

Seeing a lack of diversity in the photography and filmmaking spaces, Sony sought to create a program to help underrepresented creatives to forge successful careers. The Alpha Female program was borne from this goal and Sony tasked Blue Pixel to help achieve it. At the core of the program was the development of a supportive online community, financial support through cash grants, and connecting creators with mentors.

Challenge

Building an online community from the ground up requires a constant cadence of implementation, evaluation and adjustment. The community had to be inclusive, supportive and engaging for a creative community that is inundated with competing feeds and blasts.

Mostly the community had to be a destination of positivity to rise above the noise and thrive.

Solution

We worked closely with the client to develop strategies and tactics that supported their goals, then we put a team in place to be an integral part of the community itself. Instead of bot-like auto-replies, our team takes an active role and builds meaningful engagement. We also continue to innovate and seek out new activations to further build engagement.

In FY23 we bested all of the client’s goals for the community and we stand to build on that success into the future.