Panasonic

Increasing uptake of the Aquarea maintenance service. Panasonic's traditional channel was focused on installers and technical specifiers (B2B), but the brand wanted to build Direct to Consumer (D2C) capability to reach end users without going through intermediaries.

The strategy had to integrate professional audiences and end users within the same digitally-driven, conversion-oriented ecosystem — without one channel cannibalising the other.

Campaign activation using first-party audiences and data based on key interests (air conditioning, energy efficiency, interior design). Priority retargeting to accompany users through their decision-making process — which, for a product like Aquarea, is lengthy and requires multiple touchpoints.

Coordinated presence across Google, social media and native media depending on the funnel stage. Awareness reinforcement in specialist media targeting architects, engineers and installers to sustain professional endorsement in parallel with the D2C channel.