Driving Sustainability Awareness with Panasonic’s Olympic Partnership
Empowering younger audiences and driving sustainability awareness through Panasonic’s Olympic campaign
For two years, we’ve helped Panasonic Europe promote its Green Impact initiative in Germany and the UK, reducing emissions and enabling sustainable choices through energy-efficient products. As an official Paris 2024 Olympic partner, Panasonic seized the opportunity to align its sustainability efforts with the games, engaging 18–34-year-olds passionate about business, sport, and sustainability. The campaign maximised Panasonic’s sponsorship through social media, online video, programmatic display, and collaborations with top European Olympians and Paralympians.
What we did
Paid Media
Research & Insight
Creative & Content
Partnerships
The results
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Impressions delivered (vs. target of 14.5M)
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Clicks generated (vs. target of 30K)
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Positive brand perception increase
The challenge
Panasonic was already running sustainability-focused campaigns aimed at business professionals, and we needed to ensure no audience overlap or internal competition between the Olympic sustainability campaign and the Green Impact initiative.
With a set selection of creative assets for the campaign, we implemented a strategic optimisation approach to maximise engagement and sustain audience interest over several months. By continuously monitoring ad performance, we ensured that the most impactful creatives remained in rotation, dynamically refreshing the campaign to maintain effectiveness based on the results.
Our approach
To avoid overlap with Panasonic’s Green Impact campaign, we excluded traditional search campaigns and instead used Performance Max, allowing for greater creative flexibility with static images and emotionally driven video assets.
Panasonic partnered with four European athletes, using their personal sustainability stories to humanise Panasonic’s environmental commitments. These athletes created organic social posts on their personal profiles, which we amplified to extend campaign reach at a time when their visibility was at its peak. With limited capacity for new creatives, we adopted a dynamic optimisation approach and paused underperforming ads to concentrate on the highest-impact creatives and reactivated older ads strategically when engagement dropped to keep the campaign fresh. By rotating content monthly we maintained audience interest and avoided fatigue.
The impact
Panasonic’s Olympic sustainability campaign successfully engaged younger audiences, increased sustainability awareness, and solidified Panasonic as a leader in green innovation.
This campaign not only strengthened Panasonic’s reputation in sustainability but also provided a blueprint for future Olympic sponsorship activations, demonstrating how brands can authentically connect with audiences through sports partnerships.
