Panasonic X Digital Voices

The objective

Raising awareness for a renowned camera manufacturer during a new product launch

LUMIX is a brand of digital cameras produced by Panasonic, ranging from compact point-and-shoots to advanced mirrorless interchangeable-lens cameras.

Panasonic LUMIX has been redefining imaging innovation since 2021 - empowering creators to capture, express, and share their stories in new ways. LUMIX continues to fuel creative communities worldwide with cutting-edge technologies and solutions designed for storytellers of today and tomorrow with a relentless drive to push the boundaries of photography and video.

In collaboration with Digital Voices, Panasonic launched this new campaign with the objective of increasing awareness and engagement for the launch of the LUMIX S9 with reach being the primary KPI of the campaign.

The solution

Driving audience engagement through influencer content with Spark Ads

The campaign which ran through February 2025 leveraged Spark Ads to reach TikTok users most likely to be interested in LUMIX, camera technology, content creation, and social media., across four European markets; UK, Germany, Italy, Netherlands.

Spark Ads are TikTok's native ad format which boosts organic content to user's feeds. As Panasonic EU don't have an active organic account, the campaign was driven forward through creator content being boosted by Spark Ads.

Together with Digital Voices, Panasonic focused on creator content leaning into platform trends, interactive moments, and authentic product storytelling. Each creator was empowered to develop content that reflected their personal style while showcasing the LUMIX S9’s capabilities.

The campaign consisted of six pieces of content across four European markets, with the focus of tapping into users who are interested in camera tech, social media and content creation. Boosting organic content allowed LUMIX to capitalize on content that had already gained traction and therefore had proven audience appeal. The balance between brand guidelines and creator autonomy made the content feel more genuine.

The LUMIX S9 was used by creators to explore and share different continental aesthetics, giving viewers an immersive look at the camera’s versatility and visual power. This cross-market creator strategy combined local relevance with global cohesion.

The results

Building on high brand sentiment and reaching new audiences through an authentic content strategy

The campaign was an outstanding success with 98.8% positive brand sentiment across all campaign content, both for maximizing reach around the launch of the LUMIX S9, and for improving brand sentiment and engagement.

The campaign, which only ran for two weeks, delivered:

• 29M+ Impressions (vs. 10M planned)

• Drove a Reach of 9.8M (vs. 2.8M Planned)

• 20.74% Video Through Rate in Italy (vs. 7.50% planned)

• 20K+ completed views in a single market (Italy delivered 20.1K vs. 4.7K planned)

• 98.8% positive brand sentiment across all content

The UK delivered the largest audience (6.7M–8.2M users) and highest reach (3.1M), Germany achieved a 6.59% view rate, and the Netherlands recorded the lowest cost (€1.9K). Regionally, impressions peaked in England (7.4M), followed by Campania in Italy (1.6M), North Rhine-Westphalia in Germany (1.9M), and South Holland in the Netherlands (651K).

Creators who blended storytelling with product education showed the best performance, giving proof that authentic, creator-led content drives impact. Spark Ads amplified this effect, combining organic traction with paid scale to maximize performance.

The campaign sparked interest in both the LUMIX S9’s advanced features and the LUMIX Lab app, with audiences praising the camera and sharing how the content inspired them to create their own videos, cementing LUMIX’s relevance within the creator community.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.