Panasonic
The Brand
Panasonic is a global technology leader recognized worldwide for its consumer electronics, but behind the scenes, nearly 90% of its business centers on B2B innovation. From energy solutions to smart mobility and sustainable infrastructure and more, Panasonic’s technologies quietly power industries and communities around the world.
The Challenge
While Panasonic’s reputation thrives in Japan, its broader innovations remain under-recognized in North America. The challenge was to elevate awareness beyond consumer electronics, positioning Panasonic as a forward-thinking leader in sustainability and innovation while still promoting its consumer product lines.
Content Strategy →
Breakthroughs Begin with People
Spearheading Panasonic North America’s corporate social strategy, we leaned into the brand’s rich and purposeful history of not just innovation—but the people behind those innovations and the people said innovations were meant to help, all while tying back to the brand’s sustainability efforts.
Campaign Manifesto
Before electricity—there was Thomas Edison.
Before flight—there were the Wright Brothers.
And before smartphones—there was Grace Hopper.
That’s why, for more than 100 years, Panasonic looks to real, live people as its most reliable source of inspiration, honoring the past while fostering new generations of progress.
Content Creation + Video Production →
Making an Impact, For You
Our social voice aimed to humanize the brand while providing several creative directions for vertical video concepts on TikTok and Instagram that focused on the personal side of Panasonic’s legacy, its technologies, its people, and its global impact on society.
Results
• 80K TikTok followers in less than a year
• Millions of TikTok views
• 50+ videos produced, requiring direction, interviews, and/or acting
Creative Strategy + Copywriting →
Less Is More
At SXSW, where brands compete with flashy booth activations, I led the creative strategy and messaging for Panasonic’s unconventional approach to sustainability.
Rather than investing $75K in a traditional sponsorship and booth presence, we repositioned the brand’s participation around doing more by doing less—reducing their carbon footprint and using their platform to call out the festival’s growing environmental impact.
The result was a bold, message-first campaign that proved Panasonic’s commitment to sustainability isn’t just talk. It’s action.
Because less is more.
Product Launch + Content Strategy →
Level Up Your Audio
Panasonic set out to introduce a niche soundbar product with 360° audio to the competitive PC gaming market—a new space for the brand. To make an impact, we needed to build an emotional connection with gamers rooted in camaraderie, not just commerce. I led the creative strategy, developing a content approach that celebrated the shared energy of gaming communities and positioned Panasonic as an authentic ally within the culture.
Campaign Manfiesto
Something’s been following you—something big. Drawing your sword, you listen to the deafening silence before hearing its breath above your head.
SHIIIINK!
Your sword delivers its mighty blow. Victory music blares as your keen sense of hearing has saved your life once again.
Introducing SoundSlayer by Panasonic, the official gaming speaker of Final Fantasy® XIV Online, delivering immersive Dolby Atmos® 3D audio designed to envelope you in a world of sound.
Results
638K Total Reach
1.1M Total Impressions
358K Total Engagements
75% Follower Growth
1st Place for ‘Social Media for Brand Building’ by NJAdClub, 2022
Copywriting + Content Strategy →
#ShaveLikeAPro
Partnering with the New York Yankees, Panasonic wanted to highlight the connection between the iconic team’s clean-cut legacy and Panasonic’s powerful, high-quality grooming products.
I led the content strategy and editorial development for the partnership, crafting clever, polished social concepts, pairing sharp copy with striking visuals.
