Panasonic is a global household name with consumers worldwide and has held this position since the middle of the last century. But over 70% of its global revenue is generated outside of consumer markets in Europe. So how could it extend brand recognition and establish itself as a major B2B player – especially among the younger generation?
Use Panasonic Europe to initiate a global brand strategy that broadened Panasonic brand recognition outside consumer markets and into B2B in the working-age population of the UK, France and Germany, especially in the under-30 age group. In doing so, demonstrate a direct impact on B2B sales pipeline.
Digital advertising across the UK, France and Germany would be the awareness-generating channels since they are affordable, targeted and measurable. So display, social and search advertising were used across all platforms; PC, tablet and smart phone. A campaign microsite would be fully responsive to handle different screen sizes.
- Over 88 million advertising impressions across social networks, programmatic display, YouTube and search
- In excess of 100,000 visitors to the campaign microsite
- Panasonic retained its place on Interbrand’s Top 100 Global Best Brands – the only brand within its category to do so while leveraging on its B2B proposition
- 25% increase in brand recall