Elevating B2B Awareness of Green Impact For Panasonic
Aligning paid media & purpose-led storytelling to connect with sustainability-focused decision-makers
Panasonic wanted to drive awareness of its Green Impact initiative – a global commitment to sustainability – amongst B2B decision-makers in Smart Cities, Green Mobility, and Sustainable Manufacturing. With a bold ambition to deliver scale and efficiency across channels, we crafted an integrated paid media campaign spanning YouTube, Meta, LinkedIn, Display and Search.
What we did
Audience Insight & Segmentation
Integrated Paid Media Strategy
Creative Sequencing & Testing
Funnel Mapping & Optimisation
All YoY across Google & Meta
0
Impressions
0
Increase in engagement post-optimisation
0
Clicks across paid channels
The challenge
Panasonic’s Green Impact initiative needed to stand out in a crowded sustainability space, reaching niche B2B audiences across multiple sectors. The challenge was two-fold: to scale without sacrificing efficiency, and to cut through ‘green fatigue’ with storytelling that truly resonated. We also had to coordinate tactics across different channels, without duplicating audience exposure or losing message clarity across the funnel.
Our approach
We started with deep insight, combining first-party search behaviour with platform audience data to build a B2B profile that stretched across Smart Cities, Green Mobility and Sustainable Manufacturing. Our channel mix was deliberately sequenced: YouTube and Meta led with upper-funnel storytelling, LinkedIn targeted senior professionals, and Paid Search captured demand sparked by earlier engagements. Creative followed a single design language, with purpose-led messaging and sector-specific headlines ensuring clarity and relevance.
The impact
This campaign went beyond paid performance. Strategic sequencing delivered measurable cross-channel lift, while mid-flight optimisations (such as retiring underperforming creatives and aligning CTAs to audience readiness) boosted engagement by 19%. These learnings now inform Panasonic’s global sustainability comms, influencing how the brand approaches purpose-led storytelling across international markets.
