Panasonic North America
A storied brand transforms from B2C to B2B
The perception? Panasonic is a consumer electronics brand. The reality? 95% of the Panasonic North America business is B2B. Our job: Address this perception gap by creating a compelling Panasonic brand narrative with a bold vision for the future.
Strategic insights show the way forward
At the center of our efforts was the new brand platform we developed, Technologies That Move Us. The result of extensive research and testing, it positioned Panasonic North America as the forward-thinking technology partner that customers wanted, and ushered in a strategic shift in focus from individual products to four integrated B2B solutions areas.
How to win over B2B decision makers
A multi-tiered effort helped lay the groundwork for the successful repositioning of PNA:
- Detailed personas and customer journeys delved into the target audiences’ needs and information consumption habits
- A comprehensive media and content creation strategy evolved from these personas/journeys, allowing us to maximize engagement, lead generation and retargeting
- An in-depth message architecture provided a framework for connected storytelling, enabling us to tie together solutions, industries and business units in a cohesive way
Translating strategy into action
Generating excitement inside and out
Internally, a We Are Movers employee activation program and launch event rallied everyone behind the new platform. Out in the market, a highly coordinated, multi-channel brand campaign helped:
- Attract prospects through digital ads, SEM, social media, OOH and other efforts
- Engage their interest through a new campaign site, teaser videos and capabilities presentation
- Convert them through a content strategy that included eBooks, an industry insider blog and more
Digital banners and social channels drive site traffic
Campaign website lets users explore by solution or industry
eBooks and capabilities presentation provide a deeper dive
Results
67% increase
in awareness of PNA
as a B2B provider
29% increase
in integrated solutions
awareness
2,000 hours
of video viewed each
business day
4,500+
downloads of solutions and
industry eBooks
What we did
Stakeholder Interviews / Buyer Personas and Customer Journeys / Brand Platform and Testing / Message Architecture / Communication Plan / Site Content Audit / Future-State IA and Wireframes / Campaign Website / Content Strategy / Digital Advertising / Out-of-Home / Solutions Videos / eBooks / Social Media / SEM Campaign / Employee Campaign / Capabilities Presentation / Brand Style Guide