Among the target audience, beauty video bloggers (Vloggers) on YouTube are trusted like friends, so by creating enough social buzz and clicks through to online retailers, we stood a chance of driving sales and spreading positive awareness of the NanoE. The challenge for Panasonic was creating videos in a credible, authentic and entertaining way, whilst demonstrating the quality and benefits of the product. We carefully selected five top fashion and beauty Vloggers to recreate a ‘famous look’. The products were integrated seamlessly into the videos, whilst communicating the product benefits in a way the audience were comfortable and familiar with.

The videos amassed an astonishing 1.5m views in just over a month, with 13,000 clicking through to Boots.com for purchase. The NanoE completely sold out within two weeks and had to be restocked. 54% of sales were attributed to this campaign, compared with a category average of less than 15%. Panasonic’s approach has been shared within Boots as best in practice and revolutionised how they sell products online. They also doubled the number of Panasonic beauty range products in stock. The campaign has delivered an additional 250,000 views (17%) since the campaign end, providing longevity and value for the client.