Panasonic Kitchen UK

Community Kitchen Project

Objectives

  • Grow the Panasonic Kitchen community, creating an engaged audience on Facebook & Instagram.
  • Cultivate and maintain strong brand advocates through exclusive opportunities both online and offline.
  • Identify core channels and strategies to drive engagement.
  • Encourage community activity from consumers and an increase in user-generated content.

Strategy

The Community Kitchen Project was set to grow engagement and build a community amongst fans of the Panasonic Kitchen UK ranges, focusing on Breadmakers and Combination Ovens for a six-month period running from October 2022 to March 2023.

Our campaign included:

28 Reels created

  • This focused on inspirational recipes focused on seasonality,
    trends and innovative ways to use a microwave and breadmaker.

10 Reels by 5 influencers

  • We selected influencers based on their audience, values and content creation skills to ensure the content is engaging. Each creator was given a theme or recipe to work from based on when it will be featured on social media.

2 Brand Partnership collaborations

  • Partnered with Matthews Cotswold Flour to engage the baking demographic to win a brand new Panasonic SD-RY2540 Breadmaker flour range that compliments the Panasonic Breadmaker and brings an engaging partnership to existing and potential customers.
  • Partnered with Pasta Evangelists to drive engagement and awareness to both brands and show the multi-functions of the Combi Oven, for example, microwave and bake which can be done using Pasta Evangelist’s products.

Paid Social Strategy

  • Ads were focused on driving engagement levels to an existing audience.
  • Promoted recipes to drive saves which supports the algorithm and ongoing content.

Engagement Strategy

  • Our engagement strategy focused on connecting with relevant users to create a positive encounter around the brand.

Results

During the six-month project, we achieved the below:

Instagram

  • 36,118 engagements
  • 3,120,306 impressions
  • Reach of 2,166,750
  • 3,894 saves
  • 4,362 new followers

Facebook

  • 13,634 engagements
  • 3,450,353 impressions
  • Reach of 6,186,513
  • 35,226 link clicks
  • 2,581 new followers

Awarded Best Social Media Campaign by 2023 UK Agency Awards.

Want to chat with us about how we can grow your brand? Get in touch here

49,752

Total Engagements

6,943

New Followers

6,570,659

Total Impressions

{"infinite":"true","pause_on_hover":"true","adaptive_height":"true","items":"6","auto_play":"true","speed":"600","rtl_mode":"false","dots":"false","nav":"true","slides_to_scroll":"1","slides_to_scroll_mobile":"1","auto_play_speed":"3000","draggable":"true","swipe":"true","lazy":"false","carousel_mode":"standard","center_mode":"false","center_mode_padding":"60px","vertical":"false","nav_type":"nav_arrow","items_desktop":"6","items_desktop_small":"4","items_tablet":"2","items_mobile":"1","nav_arrow_type_horizon":"caret_arrow_horizon"}
{"tooltip_effect":"grow","tooltip_position":"top","tooltip_width":"220"}

Our Clients