The first thing we wanted to do was identify the vacuum’s differentiator, and then target a suitable audience for the product: new parents and pet owners. We wanted them to connect with three classic concerns:
Love - you vacuum to protect your loved ones from dust.
Time - you are a busy person. You want a product that helps you to save time.
Death - you fear that if your environment is not clean, it will endanger your loved ones’ health as well as yours.
As the “iT” sat at the intersection of all three of these concerns, we crafted our big idea: “Love Means…”.
To increase brand engagement, we kickstarted a contest encouraging our audience to share a video of their loved ones (furry and not) with a caption telling us why they deserved to win an “iT” vacuum. By linking the emotional element of love with our contest, Panasonic’s fans were more eager to engage, highlight their loved ones, and share their stories across social media platforms.
Media Buy Strategy
We targeted specific audiences, highlighting their key concerns: safety, health and peace of mind for new parents, and freedom for pet owners.
We leveraged KOLs who were new parents, cat owners and/or dog owners. These key influencers filmed Instagram videos showcasing how the “iT” Cordless Stick Vacuum Cleaner helped them express love to their loved ones.
Through an engaging campaign and strong messaging that resonated emotionally with our target audience, we were able to encourage them to share their many stories of love with us, with over 1 million total engagements. As for our contest hashtag, #PanasonicLoveMeans became a gallery of love that now resides on Instagram.