A storied brand transforms from B2C to B2B.
Role: Consultant / Creative Direction, Art Direction & Design
2017 Pappas MacDonnell
The perception? Panasonic is a consumer electronics brand. The reality? 90% of the Panasonic North America (PNA) 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 PNA as the forward-thinking technology partner that customers wanted, and ushered in a strategic shift in focus from products to integrated solutions.
Translating strategy into action
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
Generating excitement inside and out
Internally, employee activation efforts – starting with an extensive 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
Moving the market
In the first three months following launch, awareness of Panasonic as a B2B company increased by 69%. And awareness of Panasonic as an integrated solutions provider increased by 29%.
Interaction with the brand has also risen substantially, with users viewing 2,000 hours of video each business day and downloading more than 4,500 industry and solution eBooks.