Panasonic North America
Creating a sustainable connection with millennials
Millennials are the largest generation in the workforce today and emerging as important B2B decision makers. Many established companies are working to attract this new generation of buyers, and Panasonic is no exception.
But Panasonic was flying under the radar with this group, at least compared to some competitors. So we proposed a new approach to gain top-of-mind consideration.
Tapping into buyers’ unique priorities
Step one was delving into what makes millennial B2B decision influencers tick. In a major quantitative research study we conducted, several key findings emerged.
First and foremost, social reputation is vital. These buyers want to know potential business partners are doing right by their employees, their community and the planet. We found 1 in 5 had rejected brands due to lack of alignment with their values. The most significant factor for them? A commitment to sustainability.
The importance of authenticity
For Panasonic, a purpose-driven and socially conscious company, we saw a significant opportunity to become a preferred brand among millennial buyers.
But the company had to offer more than platitudes. Because millennials are skeptical of brands who merely talk a good game, we created a video campaign focused on three very tangible Panasonic solutions: eco-friendly refrigeration, intelligent roadways and eBikes.
Updating brand perceptions
Combining the inspirational elements of an anthem with hard stats underscoring Panasonic’s real-world contributions to sustainability, the campaign was both emotional and persuasive.
Driven by social media, it was also highly successful in connecting millennials to the brand – tripling goals for clicks, CTR and CPC – and achieving outstanding engagement.
Results
3x higher
click-through-rate
vs. goal
3x lower
cost-per-click
vs. goal
3.5 minutes
average time on
landing page
What we did
Strategy / Quantitative Research Study / Videos / Landing Page / Social Media