Creating brand advocates using UCG to tell the story

Panasonic The One For You

Challenge
Raise Panasonic Lumix’s profile with influencers in a market dominated by Canon/Nikon who had already ‘locked in’ many of the market’s key influencers.

Results
2.3m reach (target 875k)

Increasing web traffic by 11% via earned links alone.

Combined bloggers’ videos views of over 29k.

62 blogs secured delivering awareness, education and advocacy.

801 engaging images created – used across bloggers channels, social media, POS, retailers’ websites and Panasonic owned channels.

582 pieces of amplified content across blogs, YouTube, Facebook, Twitter & Instagram.

How
Identified 7 top up-and-coming ‘passionate photographer’ bloggers.

Negotiated year-long partnerships to create multiple series of 4K images and content.

Launched with event to educate them on benefits of 4K and tips for best images.

Each was carefully managed to deliver a calendar of content, demonstrating the benefits of 4K and how it worked.