Panasonic Kitchen UK
Community Kitchen Project
- 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.
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.
- Our engagement strategy focused on connecting with relevant users to create a positive encounter around the brand.
During the six-month project, we achieved the below:
- 36,118 engagements
- 3,120,306 impressions
- Reach of 2,166,750
- 3,894 saves
- 4,362 new followers
- 13,634 engagements
- 3,450,353 impressions
- Reach of 6,186,513
- 35,226 link clicks
- 2,581 new followers
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