Panasonic and IMGN were tasked to bring the breadth and depth of Panasonic's technological prowess and sustainability efforts of their Green Impact Campaign to life for potential customers and employees on TikTok in a way that feels natural and engaging to the platform.
The Challenge of this ask is that most B2B stories can be too technical or too brand comms-heavy to appeal to larger audience, especially on social media. Our strategy to help achieve our goal was to distill Panasonic's messaging into something understandable and personable. We decided to bring their brand tagline of "Create Today. Enrich Tomorrow" to life on TikTok by showing how Panasonic's innovative technology solves problems in people's lives and helps make the world a more sustainable place to life in a way we know that works on TikTok. We exectued this strategy by developing a signature "anchor" content seires that is recognizeable and repeatable, using this format to tell our message in a way that's simple and grounds the technology in our everyday lives. This is where our Flagship Series "The Lab" was created. Filmed and presented in a manner native to the platform, a woman in a white lab coat guides us down a rabbit hole of an interesting fact, puzzling question or surprising outcome related to the field of science and technology.
Using TikTok tools such as the Green Screen filter which superimposes the host on top of the video, combined with a natural storyteller front and center, the content feels accessible, earnest, light-hearted and interesting.
This also creates the perfect motivation to introduce B-roll footage, screenshots, screen recordings and other image sources that are inherently very platform native.
All of this is supported by a repeatable format for engaging short-form content.
Since the launch of 'The Lab', we've been able to create 24 unique videos that covered many topics near and dear to Panasonics' ethos of 'Create Today. Enrich Tomorrow' such as EV batteris, solar panels, air purifiers, renewable energy and much more. The 24 videos have lived across all of Panasonic social channels garnering over 17M Video Views, 225K Engagements.
