Creating a fashion identity for a challenger camera brand

Panasonic Lumix GM1

Challenge
To position and help drive sales of Panasonic’s Lumix GM1 camera as the ‘ultimate’ fashion accessory. How do you create hunger for a brand unfamiliar to the discerning in-crowd in a crowded market?

Results
The UK’s leading style bloggers positioned the camera as the wearable tech accessory – achieving a social reach of 2m+
Our integrated influencer outreach, PR and social strategy effectively engaged some of the UK’s top style bloggers and women’s lifestyle and fashion media, putting the product firmly on the radar of our target audience as the cool new ‘must have.’ Leveraging our influencers’ communities, plus Panasonic’s owned social channels, we achieved a social reach of 2m+. A total of 145 pieces of coverage, including 12 product placements in target publications, resulted in 117m+ OTS. The business impact: effectively breaking into the fashion and lifestyle arena, and achieving high levels of brand awareness amongst style-oriented 18-34 year-olds, has paved the way for long-term success.

How
Using our OneChocolate INFLUENCER MATRIX, we identified and appointed much loved and rising star bloggers and vloggers in the world of fashion. Each member of the team committed to reviewing the product and promoting its style credentials. Successfully negotiating an inspired partnership with Fashion Scout London, one of the UK’s largest fashion showcases throughout London Fashion Week, created the perfect stage for the brand to shine. The Lumix GM1 camera was featured as the ultimate wearable tech accessory on the catwalk shows – with all events live streamed and amplified by our front row style ambassadors via their social channels.