This paper examines how BRAVIA-advert.com observed the emerging behavioural norms of blogging and cost effectively achieved high levels of positive connectivity with an elusive and cynical audience, digital influencers. Accordingly digital media made a significant contribution in enabling and accelerating the diffusion of the BRAVIA brand awareness from digital influencers to early mass and then mainstream audiences. By making estimates of their value, significant steps have been made in establishing how campaign activity can be assessed in the blogging environment and has demonstrated the effectiveness of the BRAVIA-advert.com campaign in achieving positive brand impressions with its target audience