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LAUNCHING PANASONIC'S LUMIX S-SERIES IN A CATEGORY DOMINATED BY ENTRENCHED COMPETITORS

Services

Audience Intelligence, Digital Media, Print Media, Social Media, Endemic Partnerships, Creative, Content, Production, Panasonic, Lumix, Case Study

summary

Objective

Objective

Objective

Generate awareness and interest for the new LUMIX S-Series suite of full-frame cameras ($3,500/each) among professional photographers and serious amateurs. Stand-out in a category dominated by entrenched competitors Canon, Nikon, and SONY.

Insight

Objective

Objective

Pro-photographers are bombarded by a sea of sameness among competitor ads filled with dull camera bodies and scientific features. Pros are loyal to a brand, but they're willing to experiment and peruse media and content to find inspiration. 

Strategy

Strategy

Strategy

Disrupt to product category by showcasing what Lumix S-Series can help to create and deliver—beautiful pieces of content. We recruited 3-tiers of creators, gave them a LUMIX S-Series camera, and let them loose to create original content.

Approach

Strategy

Strategy

We utilized a data-driven cross-channel mix of digital and print media partners where photographers go to get inspired.  The integrations and ad placements with media partners were used to showcase our artists’ creations using the S-Series cameras. 

deliverables

“You don't take a photograph, you make it.” Ansel Adams

Results

75.4%

Surpassed Goals/KPIs

+12%

Video completion rate

+12%

Surpassed Goals/KPIs

+12%

Bonus targeted impressions

Surpassed Goals/KPIs

Surpassed Goals/KPIs

Surpassed Goals/KPIs

Click-thru-rate 

Traffic to website

Unique visitors to website

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