Instagram promotion for Panasonic Cooking: video recipes instead of a catalogue
We run the Instagram of Panasonic's kitchen appliance line: we shoot video recipes with the appliances in action and amplify them with targeted ads. Over the 01.05–29.06 period — 72 373 reach and 118 449 views.
SMMPanasonic Cooking is the kitchen appliance line of the Japanese brand Panasonic: multicookers, bread makers, blenders. The task is Instagram promotion: to run the account so that the appliances show themselves in action rather than in catalogue cards, and to launch targeted ads that bring a new audience to the content.
Kitchen appliances are sold not by a list of specs but by a finished dish in the frame. We bet on video recipes: we show how the multicooker, bread maker and blender handle real tasks — from breakfasts to main courses, plus trending clips for reach. A recipe delivers value and a reason to save the clip, an appliance in action creates the desire to buy it, and targeted ads scale the best videos to a cold audience.
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