TikTok o’clock for Panasonic
Tik Tok! Who is there? It’s Panasonic batteries Europe!
Panasonic batteries Europe: an Introduction
You might be a Panasonic battery user, without knowing it. Their batteries are available in all shapes and sizes, and thus can be found in your kids’ toys, remote control, calculator or fire detector.
Panasonic Energy Europe is the battery division of the Japanese electronics manufacturer Panasonic Corporation. The company has a wide range of batteries for almost every household or professional appliance. 5 years ago WAX was honoured to develop a social media strategy that had to expand Panasonic’s online presence and strengthen the market position of their alkaline battery range. Nowadays WAX still successfully manages the European social media content of Panasonic batteries on a daily basis with engaging content. This wonderful collaboration paved the way for other challenging adventures on other social media platforms … like hello there, TikTok!
TikTok in a nutshell
TikTok is the global social media platform for short creative mobile videos and it has taken the world by storm. Their primary users are teens and young millennials. But the platform is also popular among twenty- and thirty-somethings. They use the social platform to create and watch 6 to 60 seconds videos to show off their talents. The content varies from dancing, comedy, gymnastics to funny situations edited with music or lip synced sound bites. Trending challenges or challenge-esque hashtags offer users an inspiration to endlessly iterate upon. Nowadays, TikTok is home to one billion users and available in over 150 countries. We’ve written more about how relevant TikTok can be for your brand.
A TikTok Challenge? Count us in!
WAX has brought the potential branding opportunities of TikTok to the attention of Panasonic. The battery company was immediately convinced about our first proposition and gave us carte blanche to dive into the platform. Yeeha! On Facebook we focused mainly on Family with kids and gamers. While on TikTok, the audience is way more different and younger. Who’s in for a Tik Tok challenge? We (always) are!
The approach of WAX
TikTok is a great platform for branded and engaging content rather than for generating traffic or leads. By just creating an ad campaign we wouldn’t manage to truly gain the attention of our young audience who’s looking for creative content they also can reproduce or imitate. TikTok users want to get challenged; not with ads, but with gifted content.
For the creation of this branded video content we opted for several collaborations with highly experienced influencers. They already have a strong and engaged fanbase, which would give us a nice head start from the beginning.
But who uses batteries? Almost everybody! Yes even you! Via ad targeting on Facebook we were able to focus on family with kids or gamers, but these audiences are not the primary user base of TikTok. The platform has much more to offer. As we opted to gain organic awareness instead of paid reach or engagement, we had to focus on a wide range of domains in the selection of our influencers. We found a healthy mix of 7 successful German TikTok users - from photographers, sportsmen to dancers - who were in for a collaboration with the brand.
Our challenge for the influencers was clear: amaze us and your audience with a great optical illusion with a Panasonic battery in the lead and start the #PowerYourDay challenge. TikTok’s algorithms are known to go viral more than any other platform. Which is great, as brand awareness, is our main objective.
Next to this, TikTok challenges are mostly linked to 1 specific sound or song. Thanks to this coherent choice the challenge is recognisable for everybody. This is not any different with this #PowerYourDay challenge where all the influencers use the same song in their video.
Finally, the influencers will not only just post their illusion, they will also challenge other users to make their own version of the #PowerYourDay challenge. To encourage this we gave them the opportunity to give away some EVOLTA NEO battery packs.
And the results?
As this is an ongoing campaign, we're still eagerly awaiting the results. We'll update this case when the campaign finishes running.
The talents behind this project
Because teamwork makes the dream work.