PANASONIC CASE STUDY
The Problem. Panasonic had extraordinary breadth — technology spanning consumer electronics, energy, automotive, and sustainability. But to Gen Z and Millennials, the brand was invisible. Not disliked. Just absent. The challenge wasn't reputation repair. It was introduction. You can't compete for an audience's loyalty when they've never thought about you at all.
The Insight. This generation doesn't wait to be sold to — they choose the brands that move the way they move. Panasonic had a genuine story about movement, innovation, and impact. They had athletes who stood for something. Employees who cared about the climate. Partnerships that opened real doors for real people. The story existed. It just needed a platform and a language.
The Work. #WhatMovesUs launched at CES 2019 with a prime-time reveal of Team Panasonic — athletes, innovators, and creators who embodied the brand's belief that technology should move society forward. The platform was built to flex: part athlete storytelling, part cause-based content, part sustainability commitment, all of it grounded in the audience's actual passions.
Michael Phelps opened up about the importance of talking about mental health — a moment that resonated far beyond sports. The Newark partnership put a spotlight on how Panasonic technology opens doors for students who'd otherwise never have access.
Sustainability content spotlighted employee-driven commitments to zero factory emissions by 2030 and carbon-neutral operations by 2050 — not as corporate messaging, but as genuine cultural belief.
The campaign ran across social, digital, influencer partnerships, and brand content — built for feeds, not interruption. Every execution felt like it belonged in the audience's world rather than landing in it uninvited.
The Result.
• 82% increase in brand awareness and engagement among target audience
• Successful brand introduction to Gen Z and Millennial consumers at scale
• Strong social performance with organic sharing and influencer amplification
• Established a new creative playbook for Panasonic's consumer-facing communications
• 82% increase in brand awareness and engagement among target audience
• Successful brand introduction to Gen Z and Millennial consumers at scale
• Strong social performance with organic sharing and influencer amplification
• Established a new creative playbook for Panasonic's consumer-facing communications
This campaign proved that legacy brands can authentically reach younger audiences — but only when they lead with values, not products.
Champion Micheal Phelps on the importance of talking about mental health.
The #whatmovesus campaign launched at CES 2019 with a prime time reveal of Team Panasonic.
Team Panasonic Intro/hype video
The campaign drove awareness through social media, digital ads, and PR showcasing cause-based partnerships and consumer engagement that aligned with our audiences core passions.
Grace: How Panasonic partnerships open new doors for young students in the Newark area.
The #whatmovesus content highlights Panasonic employee passion around the climate crisis with new, sustainable technologies and a commitment to zero factory emissions by 2030 and carbon-free by 2050.
Energy Technologies
