Panasonic Cordless Irons Campaign

In a post-pandemic zoom-classroom, WFH “goblin-mode” world, how do you get Gen-Z to see the value in a great cordless iron? This was the question that media technology company IMGN Media and electronics and tech solutions provider, Panasonic asked themselves as they brainstormed ways to build a successful advertising campaign for an otherwise mundane household object. After reflecting on the young generation, the team found that the answer lied in championing Gen-Z’s fascination with getting crafty and DIY fashion to make Panasonic Cordless Irons an essential tool for self-expression. To carry out the campaign, IMGN Media carefully selected key creators who could represent the diversity of crafting and DIY communities on Tik Tok, YouTube, Instagram and Pinterest. IMGN Media also tapped into their own powerful So Satisfying brand’s Tik Tok and Instagram pages to showcase the visual and auditory delight in using the Panasonic Cordless Iron. As a final step, IMGN Media leveraged targeted paid media to guide potential customers to point of purchase across social media. To Panasonic’s excitement, the advertising campaign resulted in a 3x sell-out on their Amazon product page, with an additional 9.4M impressions, 5.5M views, 13.19% Tik Tok engagement rate, and 8% YouTube engagement rate.