Panasonic Canada was founded in 1959 and has since been providing Canadians with a diverse range of products and services. This includes home appliances, personal care items, cameras, audio-visual equipment, and business solutions. The company is dedicated to promoting sustainability and driving innovation. By delivering top-quality products and services, Panasonic Canada aims to enhance the lives of Canadians.
The Chinese Canadians are one of the largest ethnic groups in Canada and are growing at a tremendous pace. The average household income of this community is substantially high, and they have a cumulative purchase power of over $42 billion. Establishing an online community is a strategic decision for the brand as it enables the cultivation of a loyal following and brand advocates. These individuals can ultimately create positive user-generated content and foster high levels of consumer engagement.
Objectives:
Panasonic Canada was founded in 1959 and has since been providing Canadians with a diverse range of products and services. This includes home appliances, personal care items, cameras, audio-visual equipment, and business solutions. The company is dedicated to promoting sustainability and driving innovation. By delivering top-quality products and services, Panasonic Canada aims to enhance the lives of Canadians.
The Chinese Canadians are one of the largest ethnic groups in Canada and are growing at a tremendous pace. The average household income of this community is substantially high, and they have a cumulative purchase power of over $42 billion. Establishing an online community is a strategic decision for the brand as it enables the cultivation of a loyal following and brand advocates. These individuals can ultimately create positive user-generated content and foster high levels of consumer engagement.
Objectives:
Chinese Canadian consumers may face challenges in finding household appliances that align with their lifestyle and dietary preferences. However, as Panasonic is a well-known brand in China, many members of our target audience are already familiar with it. Moreover, Panasonic offers premium products that cater to the specific needs of Chinese audiences. For instance, Panasonic Rice Cooker is a highly sought-after item as rice is a staple food for our primary target audience. It is designed to understand how Chinese rice is cooked, preserving the quality and taste of the rice.
Our concept focuses on seamlessly integrating Chinese Canadian consumers’ unique lifestyle and cultural practices, such as their cooking methods, holiday customs, and traditional values. By drawing inspiration from these practices, we aim to enhance the relevance of Panasonic’s products in their daily lives. Our goal is to enrich people’s home and work environments, while also building a brand image that is synonymous with intelligence, care, and dependability.
Chinese Canadian consumers may face challenges in finding household appliances that align with their lifestyle and dietary preferences. However, as Panasonic is a well-known brand in China, many members of our target audience are already familiar with it. Moreover, Panasonic offers premium products that cater to the specific needs of Chinese audiences. For instance, Panasonic Rice Cooker is a highly sought-after item as rice is a staple food for our primary target audience. It is designed to understand how Chinese rice is cooked, preserving the quality and taste of the rice.
Our concept focuses on seamlessly integrating Chinese Canadian consumers’ unique lifestyle and cultural practices, such as their cooking methods, holiday customs, and traditional values. By drawing inspiration from these practices, we aim to enhance the relevance of Panasonic’s products in their daily lives. Our goal is to enrich people’s home and work environments, while also building a brand image that is synonymous with intelligence, care, and dependability.
To maintain the interest of followers and expand their numbers, it is crucial for every community to continually produce content. To achieve this, we conducted research on the online behavior of Chinese Canadians and analyzed Panasonic Canada’s sales data to identify the products they prefer.
We then began creating culturally relevant content that incorporated these preferred products to engage our target audience.
Additionally, we invested a small budget to purchase media on various Chinese social media platforms to increase awareness of our official WeChat page and drive traffic to it. Collaborating with popular content creators on WeChat also helped promote the launch of the Panasonic Canada WeChat page.
The campaign was highly successful, achieving 1.3 Million+ impressions with a CTR rate of 0.38% in just one month, exceeding the expected impressions.
The creative thought behind the campaign inspired all other communication media and was adapted into various deliverables. Overall, the campaign was a successful multicultural national campaign.
