Panasonic North America – A storied brand transforms from B2C to B2B

Panasonic North America

Making the leap to industry thought leader

Panasonic is on a brand transformation journey. In stage one, our Technologies That Move Us narrative shifted perceptions of Panasonic from a consumer products company to a major B2B player in North America.

In stage two, we wanted to build on this work to enhance Panasonic’s reputation for technology and industry leadership. Our strategy? Draw attention to Panasonic’s expertise in ten disruptive technologies by developing and activating provocative thought leadership research.

Research study focuses on CTOs and millennials

First, we created a turnkey research study and implemented it across industries, uncovering illuminating insights on the adoption of disruptive technologies, as well as benefits and barriers to adoption.

Under the theme Disrupt the Status Quo, we then published our detailed findings in a series of reports for CTOs and millennials influencing decision making in their organizations. To maximize relevance, the reports were customized for eight key industries as well as for broad solutions like sustainable energy.

Activating to boost the brand and generate leads

The next step was to promote Panasonic’s thought leadership. Guided by buyer persona research on our target audiences, we deployed tactics optimized for each stage of the purchase journey, allowing us to:

  • Attract with industry-specific research insights
  • Engage by offering the full industry reports, gated to capture leads
  • Convert through an email lead nurture stream

Extending Panasonic’s reach

Employing paid video ads, owned social and earned media, we were able to surround prospects with targeted insights relevant to them, leading to a reassessment of Panasonic and its products. PR activation through influential tech sites and vertical industry publications amplified our findings, resulting in numerous articles and interviews featuring Panasonic executives.

Through all these efforts, Panasonic is gaining new stature as a driver of industry trends.

Results

3,000+ leads

across 7 industries

277k views

of industry report landing pages

198k

social media engagements

What we did

Thought Leadership Strategy  /  Research Design and Delivery  /  Industry Reports  /  Video Pre-Roll  /  Paid Social  /  Owned Social  /  Retargeting Ads  /  Social Lead Capture  /  Email Lead Capture  /  Industry Landing Pages  /  Email Lead Nurture Stream