We partnered Panasonic with influencers to cook up their freshest campaign yet

Markets worked in:

Services Provided:

+Influencer Management
The Brief

To launch its new Breadmaker Panasonic challenged us to find them a great creative – and great influencers to deliver it. AKA, what we do best.

Our client wanted to drive product awareness and reinforce Panasonic as a trusted brand within the category.

In this pandemic era of banana-bread maestros – we needed to communicate what makes this SD-YR2550SXC breadmaker special – and necessary.

The Approach

We partner clients with talent chosen for their archetypal alignment – not reach or status. We make it our business to create useful content that gives audiences what they need. Because content that tries to sell doesn’t. Content that tries to help, does.

We identified Panasonic’s target audience of ‘Creative Bakers’, ‘Gluten Avoiders’ and ‘Busy Parents’. Helping them reach their goals would foster awareness, engagement and brand loyalty.

The campaign #IdeasKitchen – saw nine influencers from @John_Whaite to bake off finalist @Laura.Adlington share recipes for their followers to try at home.

The Results

Our influencers delivered not just in volume of earned content (by +71% ), but with content that reached 1.55 million users (+119% on KPI). Impressions hit 1.6 million (+82% on KPI) with 49.6k engagements (KPI was 21k) at a CPE of £0.02 and 11% ER.

We measured purchase intent using Saves (2.1k) and Swipe Ups driving 3.5k clicks to site.

Visit Panasonic’s #IdeasKitchen on Instagram now for all our influencer’s recipes.

 

1.6M Impressions
49.6k Engagements
£0.02 CPE