Panasonic has partnered with independent agency Awaken to launch its new compact shaver range in Australia through a digital-first campaign centered on user-generated content (UGC) and influencer partnerships.

According to Campaign Brief, the multi-channel initiative spans social media, search engines, native advertising, and video platforms, focusing on authentic customer experiences and product feedback. The campaign features content creators, including former Bachelorette contestant Carlin Sterritt, who develops style guides that target busy men with grooming tips.

Image Credits:Campaignbrief

“In a competitive market, our focus is always on creating campaigns that can cut through the noise and resonate with consumers,” Awaken CEO Chris Parker said in a statement. “Leveraging UGC and influencer collaborations designed to establish a strong connection with consumers positions Panasonic as providing essential tools for men who value both efficiency and sophistication in their personal care routines.”

Emma Laing, representing Panasonic, leads the influencer collaboration effort. The campaign aims to demonstrate how compact shavers integrate into daily routines while building brand trust through authentic user testimonials.

Laing noted that the campaign strategy aligns with the product’s features: “An innovative product range needs innovative marketing, and Awaken delivered with this comprehensive digital campaign. Designed to resonate with the modern, elevated man looking for effortless, stylish grooming solutions, the campaign’s blend of UGC, influencer partnerships, and extensive online coverage has set the stage for Panasonic Australia to establish itself as a leader in men’s grooming solutions.”

The nationwide campaign showcases Panasonic’s new shaving range, which features advanced technology in a minimalist, user-friendly design focused on convenience and style.

According to a recent Australia Internet Advertising Revenue report, Australian internet advertising expenditure reached $15.6 billion for the financial year ending June 30, 2024, marking a 9.7% year-on-year growth. 

The report noted shifts in purchasing methods for Internet advertising. Agency buying via insertion orders decreased from 46% to 42% year-on-year. Client direct buying increased from 15% to 18%, while programmatic purchasing rose from 39% to 40%.