Panasonic beauty parties make strong social media impression


The electronics company promoted its new Hair Removal System via 200 house parties

The success of a promotional campaign for Panasonic’s new ES-WH80 IPL Hair Removal System has been revealed.

The electronics company worked with UK-based marketing agency Come Round to trial the hair removal gadget and promote its launch by hosting a series of product ‘parties’ in the UK.

From Come Round’s database, 200 consumers deemed influential were selected to be the first to trial the product. These consumers hosted a pamper party at their homes for a minimum of nine friends. Everyone taking part was incentivised to share pictures on social media and spread the word about the product.

After the parties, the campaign’s reach was tracked. It emerged that 2.2 million campaign impressions were made online across Facebook, Twitter and Instagram. There was an additional online reach of 718,000 from 11 bloggers who were among those recruited as hosts.

Meanwhile, 662,112 people were estimated to have discussed the product offline. This figure was obtained using survey data and algorithms from Word of Mouth Marketing Association.

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Giles Harris, Founder of Come Round, said: “The Panasonic IPL Hair Removal System lent itself really well to our business model... This campaign shows how successful ‘real world’ engagement can spark a new wave of content, interaction and recommendations online for consumer electronics brands, as well as driving longer term purchase decisions.”