Panasonic has partnered with full-service independent agency Awaken to launch its compact shaver range with a user-generated content (UGC)-first digital campaign designed to bring the products directly to men and their partners.
The multi-channel campaign, delivered across social media, search engines, native advertising and video platforms, was focused on real-life experiences with the new shavers, allowing customers to share authentic feedback and styling tips.
Panasonic teamed up with several content creators and influencers with Panasonic’s Emma Laing at the helm, and including model and former Bachelorette star Carlin Sterritt, to create style guides tailored to busy men, offering practical grooming tips and advice.
Awaken CEO Chris Parker said in a competitive market, the focus is always on creating campaigns that can cut through the noise and really resonate with consumers.
“Leveraging UGC and influencer collaborations designed to establish a strong connection with consumers, positions Panasonic as providing essential tools for men who value both efficiency and sophistication in their personal care routines, whilst also establishing brand trust," he said.
“By highlighting actual experiences with the shaving range, we’re not only able to introduce the product line to the Australian market but build a more genuine, meaningful relationship with customers, adding value to their daily routine.”
Laing said an innovative product range needs innovative marketing, and Awaken delivered with this comprehensive digital campaign.
"Designed to resonate with the modern, elevated man looking for effortless, stylish grooming solutions, the campaign’s blend of UGC, influencer partnerships and extensive online coverage has set the stage for Panasonic Australia to establish itself as a leader in men’s grooming solutions," she said.
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