Panasonic Connect
|
Japan
A Max Takeover-driven, culture-first campaign helped a B2B brand build a first impression with Gen Z talent.
Brand Awareness
Application intent lift among university students
Brand awareness lift
Favorability / affinity lift
課題
Building brand recognition and favorability among university students
Panasonic Connect, a B2B technology solutions company, aimed to strengthen brand recognition and favorability among university students actively exploring career options.
As a company whose products and services have limited direct visibility among consumers and job-seekers, the brand faced a structural challenge: how to create a genuine, relatable first impression with Gen Z audiences who had little prior exposure to the company - before being filtered out of their consideration set entirely.
Tomoko Sangawa, Senior Manager, Talent Acquisition, Panasonic Connect
施策
A Max Takeover spotlighting real workplace culture
Panasonic Connect partnered with BeReal to run a Max Takeover on September 5th - displaying only their ads to targeted users for the entire day, generating over 60 million impressions across BeReal's approximately 5.5 million monthly users in Japan.
Rather than leading with products or business achievements, the campaign put workplace culture front and center: creatives showed employees working on-site, candid moments between the CEO and staff in the cafeteria - all framed in BeReal's signature dual-camera format.
Grounded in BeReal's 3R philosophy (real, raw, relatable), rotating multiple creatives within Max Takeover painted a three-dimensional picture of what it means to work at Panasonic Connect.
成果
Brand lift across every measured dimension
The campaign delivered significant brand lift across all BLS survey dimensions, far exceeding initial expectations, generating over 60 million impressions and a +11.2% increase in brand awareness, a +5.4% increase in application intent, and a +4.7% increase in favorability and affinity, with positive gains across every measured item and strong engagement among the core 21–23 age group. Time-on-site and page exploration on the recruitment website also exceeded expectations. BeReal's ad recognition rate proved approximately twice that of general media (Macromill, May 2025), demonstrating that for B2B brands seeking to reach Gen Z talent, an authentic culture-first approach on BeReal can bridge the gap between enterprise business and the next generation of candidates.
