Panasonic needed to increase brand awareness for its men’s grooming range, specifically the Multishape, within key European markets including France and Italy. Awareness of the product category was low, limiting sales potential and reducing the brand’s ability to compete within the premium men’s grooming space.
We developed a data-led media strategy informed by detailed analysis of the target audience’s media consumption habits. This allowed us to identify the most effective platforms, formats and frequencies to maximise awareness among Panasonic’s core male grooming audience.
Alongside the media plan, we refined messaging to emphasise Panasonic’s key product USPs and emotional drivers, ensuring the brand stood out from competitors. New static content was created to fill creative gaps, and all assets were adapted for the relevant platforms and audiences.
Creative was localised into French and Italian, and A/B testing across social channels enabled continuous optimisation — refining messaging, imagery and themes to maximise performance and engagement.
Improvement in brand awareness compared to benchmark
Increase on sale through in FT AND IT compared to 70% average
Beyond campaign performance, the strategy demonstrated the impact of combining targeted media planning with platform-optimised creative to drive both awareness and commercial demand.
