Panasonic is a global electronics and technology leader that partnered with Terrier Agency to amplify its consumer electronics range through creator-driven marketing. We matched Panasonic products with trusted tech reviewers and lifestyle influencers whose audiences aligned with the brand’s target demographics, producing authentic reviews, unboxings and everyday lifestyle integrations.
Managing the full campaign lifecycle (vetting, creative briefing, coordination and performance tracking) we connected Panasonic with a combined following of 2,765,086 and delivered 395,152 impressions across the campaign.
The programme gave a legacy electronics brand a credible, modern route to consumers who trust creator recommendations over traditional advertising.
Panasonic: launching in New Zealand
To build local awareness for a brand-new New Zealand Instagram presence, Terrier ran a one-month campaign activating 30 New Zealand-based creators across gaming, sport, fitness and lifestyle niches, matching each influencer to a relevant Panasonic product. Together they produced 58 pieces of content, 16 posts and 42 stories.
The activity reached a potential audience of over 2.2 million people, pairing niche creators with the products their audiences cared about most and giving a brand-new regional account the concentrated awareness push a global name demands.
Matching a Global Catalogue to the Right Creator Tier
A legacy electronics brand with a wide catalogue needs casting that varies by product: tech reviewers for the specification-led categories, lifestyle creators for the everyday integrations. Terrier’s vetting, briefing and coordination process ran each category to the same audience-fit standard before content moved into unboxings, reviews or lifestyle placements, matching creator to product rather than running one roster across the range.
A combined following of 2,765,086 and 395,152 impressions is a reach figure, not a sales number, describing how far that creator-driven activity travelled across the catalogue, the route back into relevance a brand competing against creator-trusted recommendation needed to buy.
