The Brief
Sony wanted to build credibility for its ZV camera line on Xiao Hong Shu (RED), a platform where nano and micro creators carry outsized trust with niche photography and lifestyle audiences.
The Approach
SushiVid activated 12 nano and micro-influencers to create authentic, hands-on content with the ZV series, prioritising creators whose existing audiences already cared about content creation and photography.
The Results
The activation achieved a 7.03% engagement rate — 3.5 times the platform average — and 183,011 views, showing that smaller, well-matched creators can outperform reach-first strategies on this platform.