Panasonic: Air Conditioners Media
Panasonic hired Awaken to develop a digital media strategy to build awareness of Panasonic Air Conditioners USP (nanoeTMX technology, easy and remote Smart App control, efficient in extreme conditions), and to drive consideration of Panasonic AC as a market leader, with the ultimate goal of delivering (and tracking) leads.
Panasonic is predominantly known as a home appliances brand. Awaken has worked with the team to help elevate Panasonic’s positioning in the Air Conditioning sector, both as the smarter choice and as a market leader.
In a 5 month campaign run in 2022 - 2023 Awaken were able to assist Panasonic in increasing their market share in the air conditioning category.
We created a platform that could be used all year, and developed creative beyond just ‘hot’ and ‘cold’ that could be interchanged depending on the respective weather conditions.
The campaign strategy was to use BVOD/Digital TV and Audio to drive initial awareness and cut through of the product, using premium display and social to drive audiences further down the funnel. Once we had driven our users down the funnel; Google Search and Google Performance Max were used to drive users to the site once they were ready to make enquiries to purchase. This 5-month campaign was run across Snapchat, Meta, TikTok, Google, Spotify, Weatherzone, and EMX.
The campaign was set up with the three strategic goals of awareness, consideration, and conversion.
Awaken was also hired for production of the TVC and creative assets. These were used strategically within each layer of this media campaign.
Awareness: Designed to aid in an annual increase of unprompted awareness, utilising audio and video assets. Our media goals were completed views and listens (15”+), with a cost-per-completion (CPCV/CPCL) measure. We fan three bursts of awareness activity, with EMX launching in December and January, followed by Spotify at the end of March.
Consideration: This lower funnel activity was designed to drive action, and prompt a consumer to make a purchase. Our media goals were clicks to website, which is either directly to the media landing page, with a cost-per-click-to-website (CPCW) measure. We ran this layer throughout the entire campaign life, though the bulk of the activity was focused on mid-December - end of January, which is peak summer time to ensure Panasonic AC was kept top of mind with consumers during this period.
Conversion: This activity was designed to drive leads, and consisted of Meta, Google Performance Max and Paid Search. Our media goals were Completed Request A Quote submissions pageview and Where to Buy clicks, measured by cost-per-click-to-website (CPCW). The flighting for this campaign was consistent with the bulk of the consideration activity, peaking in mid Dec - end Jan.
Our results:
Awareness Layer:
EMX Pre-roll achieved its KPI goal and impressions only under delivered by >1%.
EMX BVOD CPCV was -30% more efficient than its goal and impressions only under delivered by >1%.
Spotify CPCV was -87% more efficient than its goal and delivered +40% higher impressions than estimated.
Consideration Layer:
Snapchat CPCW was -83% more efficient than its goal and impressions were +143% higher than estimated.
Weatherzone CPCW was -45% more efficient than its goal and delivered +14% more impressions than estimated.
Meta CPCW was -30% lower than its goal and under-delivered in impressions by -20%.
TikTok was the most efficient traffic driver, with a CPCW -53% lower than its goal and delivered +97% more impressions than estimated.
Conversion Layer:
Meta CPA was +61% higher than its goal, though it delivered +109% higher impressions than forecasted.
Google Search CPA was -50% more efficient than its goal and underdelivered in impressions by -27%.
Performance Max achieved the most efficient CPA, equating to be 97% lower than estimated and 726% more impressions than forecast.
The campaign was able to deliver a huge uptick in site traffic year-to-year, with a 63% increase in overall traffic to the site, including the media landing page YoY. As a result we saw a 49% increase in Request A Quote form submissions and a 25% increase in Find a Dealer searches on the Panasonic website.
This 5 month campaign was a comprehensive and cost-effective way for the brand to reach their target audience, increase brand awareness and ultimately achieve an uplift in conversions. The multi-channel approach allowed us to reach this audience with diverse interests at multiple touchpoints throughout their day, over an extended time period.
