Category: Home Appliances & Electronics
01. The Background
- Challenges: Panasonic pioneered the launch of genuine equipment cleaning services with Japanese standard processes but faced the challenge of high prices and fierce competition from rivals.
- Objective: (1) Find customers to try the service & (2) Introduce the authentic Panasonic equipment cleaning service.
02. The Approach
- Key message: Authentic equipment intensive cleaning.
- Media strategy: Facebook lead ad, Website conversion, GDN retargeting.
- Communication strategy: Target audience is customers who have used Panasonic air conditioners, washing machines, refrigerators.
03. The Result