SONY MUSIC AUSTRALIA
Designing deeper fan connections in Salesforce Marketing Cloud.
ABOUT
We partnered with Sony Music Australia to overhaul their email marketing through a new suite of Salesforce Marketing Cloud eDM templates, built for artist storytelling, brand consistency, and fan loyalty.
The work centred on translating Sony's global brand platform through an Australian lens, ensuring every touchpoint felt locally resonant. We delivered a modular, UX-focused template set that lets the marketing team move quickly while keeping visual and tonal consistency intact across new releases, tours, and exclusive content.
The Challenge
Sony Music Australia needed an email marketing program that matched the energy of its artists: flexible enough for constant new content, disciplined enough to feel unmistakably on-brand.
The existing eDM workflow was inconsistent and time-consuming, with each campaign rebuilt from scratch. Sony needed a system that could scale across labels and artists while keeping every send feeling considered, contemporary, and distinctly Sony.
Our Approach
We designed a modular template system in Salesforce Marketing Cloud built around the way fans actually read email: mobile-first, fast-loading, and unmistakably brand-led.
The templates are component-driven, letting the marketing team assemble new campaigns from a tested library of blocks: hero artwork, release announcements, tour dates, video features, and merchandise. Each component was crafted to balance editorial flexibility with the discipline of Sony's global identity, so the team can ship campaigns faster without sacrificing craft.
Design & Interactivity
Subtle motion and interactive elements bring artist campaigns to life: energy without compromising deliverability.
Interactive blocks, animated GIFs, and considered micro-interactions let Sony deliver immersive, high-impact campaigns that reflect the vibrancy of its artists. Every enhancement was tested across major email clients to make sure the experience holds up wherever fans open it.
The Outcome
A dynamic, mobile-optimised toolkit that deepens fan engagement, strengthens brand recall, and turns email into a loyalty channel.
The new template system gives Sony's marketing team the speed of a production line and the polish of a bespoke design partner. It's a long-term foundation for fan-first email that scales with every release, tour, and artist moment.
Ready to start something Wonderful?
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