Welcome to Adulthood
Welcome to Adulthood
Welcome to Adulthood (Season 2) unfolds a captivating narrative targeting first-time buyers of home appliances, navigating pivotal life stages, from settling down with partners to establishing a new home. The campaign explores the myriad "firsts" accompanying these phases — managing joint finances, navigating long-distance relationships, and meeting in-laws. It emphasizes the significance of selecting the right home appliances to transform a house into a home.
Year
2023
Category
Content Strategy
Timeline
16 weeks
Background
Background
Targeting young adults in their early 20’s, our campaign 'Welcome to Adulthood' started in 2022 based on the premise that this demographic consists of a good number of first-time appliance buyers.
Our natural next extension to this was to evolve with the customer journey - from targeting folks in their early 20’s to focussing on individuals in their mid-to-late 20s- ones who are settling down with partners and exploring the nuances of a new home life - from setting up new furniture to buying appliances while exploring new relationship dynamics.
We wanted to evolve the property ‘Welcome to Adulthood’ by recognizing the pivotal role appliances play in these life junctures, leading to the creation of compelling, relatable stories on social media.
Targeting young adults in their early 20’s, our campaign 'Welcome to Adulthood' started in 2022 based on the premise that this demographic consists of a good number of first-time appliance buyers.
Our natural next extension to this was to evolve with the customer journey - from targeting folks in their early 20’s to focussing on individuals in their mid-to-late 20s- ones who are settling down with partners and exploring the nuances of a new home life - from setting up new furniture to buying appliances while exploring new relationship dynamics.
We wanted to evolve the property ‘Welcome to Adulthood’ by recognizing the pivotal role appliances play in these life junctures, leading to the creation of compelling, relatable stories on social media.
Background
Targeting young adults in their early 20’s, our campaign 'Welcome to Adulthood' started in 2022 based on the premise that this demographic consists of a good number of first-time appliance buyers.
Our natural next extension to this was to evolve with the customer journey - from targeting folks in their early 20’s to focussing on individuals in their mid-to-late 20s- ones who are settling down with partners and exploring the nuances of a new home life - from setting up new furniture to buying appliances while exploring new relationship dynamics.
We wanted to evolve the property ‘Welcome to Adulthood’ by recognizing the pivotal role appliances play in these life junctures, leading to the creation of compelling, relatable stories on social media.
Objective
Objective
We aimed to forge a profound association between relationships and Panasonic appliances, showcasing them as more than mere utilities but as companions in this beautiful journey
With the creation of in-depth appliance guides, highly engaging social media content dispersed through multiple trending formats, our goal was to empower and ease the decision-making process for new couples while churning out highly relatable content as medium to reach and engage with them
We aimed to forge a profound association between relationships and Panasonic appliances, showcasing them as more than mere utilities but as companions in this beautiful journey
With the creation of in-depth appliance guides, highly engaging social media content dispersed through multiple trending formats, our goal was to empower and ease the decision-making process for new couples while churning out highly relatable content as medium to reach and engage with them
Objective
We aimed to forge a profound association between relationships and Panasonic appliances, showcasing them as more than mere utilities but as companions in this beautiful journey
With the creation of in-depth appliance guides, highly engaging social media content dispersed through multiple trending formats, our goal was to empower and ease the decision-making process for new couples while churning out highly relatable content as medium to reach and engage with them
Strategy
Strategy
Our strategy was an emotional integration of Panasonic appliances into the narrative of budding relationships and domestic life. Leveraging trending surfaces like Instagram stories, reels, memes and influencer activation- we aimed to forge an empathetic connection with our audience on their journey into new relationships and home setups while making Panasonic- a 100-year-old legacy brand a talking point in the social media conversations and a reference within the popular social media culture. We also ensured the campaign held a strong CTA by hosting a host of well-researched brand-agnostic appliance purchase guides.
The campaign was coined to resonate with the core demographic – young adults in their early 20s, often first-time appliance buyers. In 2023, the phrase evolved in tandem with the customer journey, embracing the experiences of those in their mid-to-late 20s, settling into new home lives and navigating evolving relationship dynamics. It symbolizes the transition into adulthood and the campaign's commitment to accompanying individuals through this transformative phase. We aimed to capture the nitty-gritty nuances of relationships through memorable moments captured in our stories, posts, memes and spoken word videos created by influencers.
Our strategy was an emotional integration of Panasonic appliances into the narrative of budding relationships and domestic life. Leveraging trending surfaces like Instagram stories, reels, memes and influencer activation- we aimed to forge an empathetic connection with our audience on their journey into new relationships and home setups while making Panasonic- a 100-year-old legacy brand a talking point in the social media conversations and a reference within the popular social media culture. We also ensured the campaign held a strong CTA by hosting a host of well-researched brand-agnostic appliance purchase guides.
The campaign was coined to resonate with the core demographic – young adults in their early 20s, often first-time appliance buyers. In 2023, the phrase evolved in tandem with the customer journey, embracing the experiences of those in their mid-to-late 20s, settling into new home lives and navigating evolving relationship dynamics. It symbolizes the transition into adulthood and the campaign's commitment to accompanying individuals through this transformative phase. We aimed to capture the nitty-gritty nuances of relationships through memorable moments captured in our stories, posts, memes and spoken word videos created by influencers.
Strategy
Our strategy was an emotional integration of Panasonic appliances into the narrative of budding relationships and domestic life. Leveraging trending surfaces like Instagram stories, reels, memes and influencer activation- we aimed to forge an empathetic connection with our audience on their journey into new relationships and home setups while making Panasonic- a 100-year-old legacy brand a talking point in the social media conversations and a reference within the popular social media culture. We also ensured the campaign held a strong CTA by hosting a host of well-researched brand-agnostic appliance purchase guides.
The campaign was coined to resonate with the core demographic – young adults in their early 20s, often first-time appliance buyers. In 2023, the phrase evolved in tandem with the customer journey, embracing the experiences of those in their mid-to-late 20s, settling into new home lives and navigating evolving relationship dynamics. It symbolizes the transition into adulthood and the campaign's commitment to accompanying individuals through this transformative phase. We aimed to capture the nitty-gritty nuances of relationships through memorable moments captured in our stories, posts, memes and spoken word videos created by influencers.
Execution
Execution
Utilizing a Combination of Earned – Owned – Paid, Performance Marketing, UI/UX Design, and Moment Marketing: The campaign's execution involved an extensive plan, encompassing partnerships, content formats, and platforms, ensuring vibrant engagement and promotion. The 'Welcome to Adulthood 2' campaign was meticulously crafted and executed to ensure an immersive and emotionally resonant experience for the audience. Our strategies were carefully planned to integrate Panasonic as an empathetic companion in the journey of budding relationships and new households.
Narrative Nexus: Collaborating with The Scribbled Stories wasn't just a mere association; it was a creative marriage of emotions. Together, we crafted captivating narratives, sharing relatable moments of joys and challenges in relationships, seamlessly intertwining the role of Panasonic appliances. The emotional connection forged resonated deeply with the audience, resulting in a compelling 20 million impressions. Expanding our horizon, our engagement with 15 micro-influencers allowed us to paint a more diverse and inclusive canvas. Their varied storytelling styles and individual perspectives added depth to our campaign, accumulating an additional 500K impressions. Moreover, our collaboration with 20 meme pages, an unconventional yet effective platform, reached 3.5 million, creating a lasting impression within the digital cultural context.
Platform Palette: Leveraging trending surfaces on social media platforms like Instagram stories and reels became our canvas for expression. Through these engaging formats, we portrayed the emotional nuances of 'Welcome to Adulthood 2', seamlessly integrating Panasonic's narrative into the lives of our audience.
Media Symphony: The campaign transcended digital boundaries, resonating profoundly through key advertising and marketing media publications. Garnering a massive reach of 33 million viewers, this collaboration resulted in 13 powerful stories across publications like Adgully, FE Brandwagon, and more. These stories weren't just pieces of content; they were narratives of new beginnings, intertwined with Panasonic's empathetic brand narrative, making it a part of the evolving cultural dialogue.
Guide Genius: The creation of comprehensive appliance purchase guides on the Panasonic website was a cornerstone of our execution. These guides became a beacon of practicality and assistance for new couples, simplifying the overwhelming choices they face while choosing home appliances, and positioning Panasonic as their trusted guide in this significant decision-making process. The multi-dimensional execution, strategic partnerships, emotional resonance, and cultural integration contributed to the campaign's success, resonating deeply with the audience and positioning Panasonic as more than a brand - but a supportive companion on the journey of 'Welcome to Adulthood 2'.
Utilizing a Combination of Earned – Owned – Paid, Performance Marketing, UI/UX Design, and Moment Marketing: The campaign's execution involved an extensive plan, encompassing partnerships, content formats, and platforms, ensuring vibrant engagement and promotion. The 'Welcome to Adulthood 2' campaign was meticulously crafted and executed to ensure an immersive and emotionally resonant experience for the audience. Our strategies were carefully planned to integrate Panasonic as an empathetic companion in the journey of budding relationships and new households.
Narrative Nexus: Collaborating with The Scribbled Stories wasn't just a mere association; it was a creative marriage of emotions. Together, we crafted captivating narratives, sharing relatable moments of joys and challenges in relationships, seamlessly intertwining the role of Panasonic appliances. The emotional connection forged resonated deeply with the audience, resulting in a compelling 20 million impressions. Expanding our horizon, our engagement with 15 micro-influencers allowed us to paint a more diverse and inclusive canvas. Their varied storytelling styles and individual perspectives added depth to our campaign, accumulating an additional 500K impressions. Moreover, our collaboration with 20 meme pages, an unconventional yet effective platform, reached 3.5 million, creating a lasting impression within the digital cultural context.
Platform Palette: Leveraging trending surfaces on social media platforms like Instagram stories and reels became our canvas for expression. Through these engaging formats, we portrayed the emotional nuances of 'Welcome to Adulthood 2', seamlessly integrating Panasonic's narrative into the lives of our audience.
Media Symphony: The campaign transcended digital boundaries, resonating profoundly through key advertising and marketing media publications. Garnering a massive reach of 33 million viewers, this collaboration resulted in 13 powerful stories across publications like Adgully, FE Brandwagon, and more. These stories weren't just pieces of content; they were narratives of new beginnings, intertwined with Panasonic's empathetic brand narrative, making it a part of the evolving cultural dialogue.
Guide Genius: The creation of comprehensive appliance purchase guides on the Panasonic website was a cornerstone of our execution. These guides became a beacon of practicality and assistance for new couples, simplifying the overwhelming choices they face while choosing home appliances, and positioning Panasonic as their trusted guide in this significant decision-making process. The multi-dimensional execution, strategic partnerships, emotional resonance, and cultural integration contributed to the campaign's success, resonating deeply with the audience and positioning Panasonic as more than a brand - but a supportive companion on the journey of 'Welcome to Adulthood 2'.
Execution
Utilizing a Combination of Earned – Owned – Paid, Performance Marketing, UI/UX Design, and Moment Marketing: The campaign's execution involved an extensive plan, encompassing partnerships, content formats, and platforms, ensuring vibrant engagement and promotion. The 'Welcome to Adulthood 2' campaign was meticulously crafted and executed to ensure an immersive and emotionally resonant experience for the audience. Our strategies were carefully planned to integrate Panasonic as an empathetic companion in the journey of budding relationships and new households.
Narrative Nexus: Collaborating with The Scribbled Stories wasn't just a mere association; it was a creative marriage of emotions. Together, we crafted captivating narratives, sharing relatable moments of joys and challenges in relationships, seamlessly intertwining the role of Panasonic appliances. The emotional connection forged resonated deeply with the audience, resulting in a compelling 20 million impressions. Expanding our horizon, our engagement with 15 micro-influencers allowed us to paint a more diverse and inclusive canvas. Their varied storytelling styles and individual perspectives added depth to our campaign, accumulating an additional 500K impressions. Moreover, our collaboration with 20 meme pages, an unconventional yet effective platform, reached 3.5 million, creating a lasting impression within the digital cultural context.
Platform Palette: Leveraging trending surfaces on social media platforms like Instagram stories and reels became our canvas for expression. Through these engaging formats, we portrayed the emotional nuances of 'Welcome to Adulthood 2', seamlessly integrating Panasonic's narrative into the lives of our audience.
Media Symphony: The campaign transcended digital boundaries, resonating profoundly through key advertising and marketing media publications. Garnering a massive reach of 33 million viewers, this collaboration resulted in 13 powerful stories across publications like Adgully, FE Brandwagon, and more. These stories weren't just pieces of content; they were narratives of new beginnings, intertwined with Panasonic's empathetic brand narrative, making it a part of the evolving cultural dialogue.
Guide Genius: The creation of comprehensive appliance purchase guides on the Panasonic website was a cornerstone of our execution. These guides became a beacon of practicality and assistance for new couples, simplifying the overwhelming choices they face while choosing home appliances, and positioning Panasonic as their trusted guide in this significant decision-making process. The multi-dimensional execution, strategic partnerships, emotional resonance, and cultural integration contributed to the campaign's success, resonating deeply with the audience and positioning Panasonic as more than a brand - but a supportive companion on the journey of 'Welcome to Adulthood 2'.
Outcome
Outcome
The campaign yielded remarkable outcomes, showcasing its impact across several metrics. With 28.8 million impressions and a reach of 24.8 million, the campaign soared, garnering 1.64 million engagements. The success was attributed to diverse content formats, ranging from reels to carousels, wherein some carousels generated up to 800,000 organic impressions each. The campaign's relatable content struck a chord with the audience, reflecting in its resonance and engagement.
Moreover, the demographic analysis revealed that 54% of the audience belonged to the 18-25 age range, precisely the intended target, highlighting the campaign's efficacy in connecting with the desired audience segment. Additionally, the campaign's distinct storytelling format on niche-oriented pages proved to be effective in maximizing reach and engagement.
Beyond the quantitative achievements, qualitative impact was evident in the shift in brand preference and integration into popular culture. The campaign's narrative effectively raised brand awareness, resulting in further garnering the audience’s interest in our product guides. This success underscores the potential to capitalize on storytelling methods to elevate brand recognition and engagement.
The campaign yielded remarkable outcomes, showcasing its impact across several metrics. With 28.8 million impressions and a reach of 24.8 million, the campaign soared, garnering 1.64 million engagements. The success was attributed to diverse content formats, ranging from reels to carousels, wherein some carousels generated up to 800,000 organic impressions each. The campaign's relatable content struck a chord with the audience, reflecting in its resonance and engagement.
Moreover, the demographic analysis revealed that 54% of the audience belonged to the 18-25 age range, precisely the intended target, highlighting the campaign's efficacy in connecting with the desired audience segment. Additionally, the campaign's distinct storytelling format on niche-oriented pages proved to be effective in maximizing reach and engagement.
Beyond the quantitative achievements, qualitative impact was evident in the shift in brand preference and integration into popular culture. The campaign's narrative effectively raised brand awareness, resulting in further garnering the audience’s interest in our product guides. This success underscores the potential to capitalize on storytelling methods to elevate brand recognition and engagement.
Outcome
The campaign yielded remarkable outcomes, showcasing its impact across several metrics. With 28.8 million impressions and a reach of 24.8 million, the campaign soared, garnering 1.64 million engagements. The success was attributed to diverse content formats, ranging from reels to carousels, wherein some carousels generated up to 800,000 organic impressions each. The campaign's relatable content struck a chord with the audience, reflecting in its resonance and engagement.
Moreover, the demographic analysis revealed that 54% of the audience belonged to the 18-25 age range, precisely the intended target, highlighting the campaign's efficacy in connecting with the desired audience segment. Additionally, the campaign's distinct storytelling format on niche-oriented pages proved to be effective in maximizing reach and engagement.
Beyond the quantitative achievements, qualitative impact was evident in the shift in brand preference and integration into popular culture. The campaign's narrative effectively raised brand awareness, resulting in further garnering the audience’s interest in our product guides. This success underscores the potential to capitalize on storytelling methods to elevate brand recognition and engagement.
Key Learnings
Key Learnings
Welcome to Adulthood merits this award for its unparalleled ability to evoke profound emotions. Through heartfelt storytelling and empathetic narratives, the campaign seamlessly integrated Panasonic into the emotional fabric of its audience's lives. It resonated authentically with young adults during pivotal moments, capturing the essence of new beginnings, relationships, and the challenges of adulthood. The emotional connection forged, be it through influencers, cultural integration, or comprehensive guides, surpassed typical marketing approaches. Welcome to Adulthood not only positioned Panasonic as a brand but as a compassionate companion, cultivating a deep emotional bond.
The campaign was featured in several new publications such as Adgully, Brandwagon (Financial Express), and Media Infoline. Furthermore, WTA Season 2 was awarded an ET Kaleido (Gold in Consumer Durables & Electronics category).
Welcome to Adulthood merits this award for its unparalleled ability to evoke profound emotions. Through heartfelt storytelling and empathetic narratives, the campaign seamlessly integrated Panasonic into the emotional fabric of its audience's lives. It resonated authentically with young adults during pivotal moments, capturing the essence of new beginnings, relationships, and the challenges of adulthood. The emotional connection forged, be it through influencers, cultural integration, or comprehensive guides, surpassed typical marketing approaches. Welcome to Adulthood not only positioned Panasonic as a brand but as a compassionate companion, cultivating a deep emotional bond.
The campaign was featured in several new publications such as Adgully, Brandwagon (Financial Express), and Media Infoline. Furthermore, WTA Season 2 was awarded an ET Kaleido (Gold in Consumer Durables & Electronics category).
Key Learnings
Welcome to Adulthood merits this award for its unparalleled ability to evoke profound emotions. Through heartfelt storytelling and empathetic narratives, the campaign seamlessly integrated Panasonic into the emotional fabric of its audience's lives. It resonated authentically with young adults during pivotal moments, capturing the essence of new beginnings, relationships, and the challenges of adulthood. The emotional connection forged, be it through influencers, cultural integration, or comprehensive guides, surpassed typical marketing approaches. Welcome to Adulthood not only positioned Panasonic as a brand but as a compassionate companion, cultivating a deep emotional bond.
The campaign was featured in several new publications such as Adgully, Brandwagon (Financial Express), and Media Infoline. Furthermore, WTA Season 2 was awarded an ET Kaleido (Gold in Consumer Durables & Electronics category).
SRISHTI KUMAR
SRISHTI KUMAR
SRISHTI KUMAR
SRISHTI KUMAR