Hungary
Full-funnel
- PPC
- PR
- Influencer
- EDM
Case Study · Panasonic · 2024
Panasonic BMAX
Six countries, two products, and one brand identity that had to land in all of them without losing local relevance or claiming the same thing twice. This is how it ran.
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The film
9:16 · Vertical · 19s
The challenge
A hard problem, honestly stated
Most multi-market briefs end up looking the same. A deck of country slides with the same campaign in different captions. The brand reads consistent on paper. The buyer in each country sees something that doesn't quite know who it's talking to.
Panasonic didn't want that version. The brief was to build a campaign around the BMAX5 and BMAX10 that would land in six CEE markets, raise brand visibility, drive engagement, and feed the downstream sales work. One identity, six local executions, and no country-slide deck pretending to be a strategy.
Four pillars held the work together. Localised messaging running off a unified concept. Continuous performance optimisation. The four media types handing off to each other instead of running in parallel. And the discipline to say no to local executions that would have broken the brand for the sake of a trend.
Markets
Six CEE countries. One playbook
Czech Republic
Full-funnel
- PPC
- PR
- Influencer
- EDM
Poland
Performance + PR
- PPC
- Influencer
- PR
Serbia
Performance + PR
- PPC
- Influencer
- PR
Romania
Performance + PR
- PPC
- Influencer
- PR
Bulgaria
Performance + PR
- PPC
- Influencer
- PR
Strategy
Four channels. One funnel
01
Awareness
Community activation
Strengthen brand perception and drive interaction. Social activation with prize draw to encourage participation through comments and shares.
02
Trust
Tech & lifestyle press
Placement in locally relevant tech and lifestyle publishers. Communicating product benefits to credible audiences in each market.
03
Consideration
Creator collaborations
Local tech and lifestyle influencers. Product-focused content and reviews, executed in parallel across multiple countries.
04
Conversion
Paid media
Google and Meta. Localised banners and display, under continuous optimisation based on demand and performance data.
Budget allocation
Weight where the funnel needs it
70%
PPC
All six markets
Sales maximisation through Meta and Google. Lifestyle-driven storytelling for awareness, USP-focused direct messages for conversion.
10%
PR
All six markets
Credible brand visibility via professional testing content placed in top local media.
10%
Other media
HU + CZ
Hyper-targeted online appearances via retailer partner. Database-driven reach to filtered local audiences.
10%
Database (EDM)
HU + CZ
Cost-efficient sales growth via EDM campaigns using pre-filtered local databases.
Audience
Music and audio enthusiasts across CEE
Demographic
Male & Female · 18–55
Geography
Hungary, Czech Republic, Poland, Serbia, Romania, Bulgaria
Interests
Speakers (in-market) · Bluetooth speakers · Outdoor sound systems · Wireless audio · World music fans · Audiophiles · Panasonic · Competitor brands
Results
Reach met by exceptional engagement, captured by a clean handoff to performance
Brand & influencer layer
- High-volume reach across multiple markets.
- Engagement rates well above typical CSR benchmarks.
- Significant organic amplification — tens to hundreds of thousands of extra impressions through user interaction and sharing.
- Broad coverage across leading tech platforms.
- High-quality, educational content supporting product understanding.
- Long-tail value through searchable, credible media presence.
The campaign didn't just deliver reach — it drove exceptional engagement. Engagement rates landed especially strong for a CSR-focused initiative.
Performance layer
- High-volume visibility across search and social platforms.
- Click-through rates exceeding or meeting industry benchmarks.
- Consistent traffic generation across all markets.
Performance campaigns effectively captured the demand generated by upper-funnel activities — a clean, traceable handoff between brand storytelling and conversion.
Conclusion
Multi-market campaigns work when one framework absorbs local execution variance
They fail when execution drifts and the brand identity fragments. We're proud of this one. The handoff between brand-building and performance held in every market.
The campaign paid back in measurable conversion. It also paid back in long-tail brand value, which is the harder thing to claim but easier to feel a year later when the brand is still being mentioned by name in CEE music-tech press.
Have a brief like this?
Tell us before someone runs the deck-of-country-slides version
Send us the scope. Inside one business day you'll have an answer on whether we're the right fit, a sketch of what the campaign would look like, and a number on what it would cost. The first call is for scoping. Not for selling.