Dolby to ramp up social activity

Global audio technology Dolby has appointed digital marketing consulting firm Blugrapes to amplify its social media initiatives across ASEAN, Australia and New Zealand.“Social media is currently the most powerful conduit for brand education and for growing a brand’s affinity. We are excited to share the ultimate audio experiences consumers have had with Dolby. Fans can look forward to a slew of exciting launches in the coming months,” Yoong Leong-Yan, regional director, Southeast Asia, Dolby Laboratories said.Following this appointment, the firm will assume the role of strategic advisor to Dolby’s social media strategy as it rolls out across the region.Blugrapes' responsibility includes developing solutions, content and engagement strategies to educate and influence consumers. Blugrapes was appointed following a closed door pitch for a period of nine months.“We plan to help Dolby leverage on the many opportunities on social media to tell and amplify their brand story. Our goal is to create a community where consumers can freely share their excitement about the Dolby experience,” Natasha Zhao, principal consultant, Blugrapes said.Blugrapes' other clients include Estee Lauder, AmorePacific Corporation, Lend Lease, Robert Bosch and CA Technologies.