Panasonic has marked the launch of its new compact shaver range with a user-generated content (UGC) campaign designed to bring the products directly to men and their partners.

The multi-channel campaign, created in partnership with full-service independent agency Awaken, is delivered across social media, search engines, native advertising and video platforms, focusing on real-life experiences with the new shavers. Customers are encouraged to share authentic feedback and styling tips.

To enhance the campaign's reach, Panasonic has collaborated with several content creators and influencers, including model and former Bachelorette star Carlin Sterritt. The influencers have created style guides tailored to busy men, offering practical grooming tips and advice. The Panasonic compact shaving range is designed with convenience, style and innovation in mind, featuring advanced features and a minimalist, user-friendly design.

Chris Parker, Awaken CEO, said: “In a competitive market, our focus is always on creating campaigns that can cut through the noise and really resonate with consumers. Leveraging UGC and influencer collaborations designed to establish a strong connection with consumers, positions Panasonic as providing essential tools for men who value both efficiency and sophistication in their personal care routines, whilst also establishing brand trust. By highlighting actual experiences with the shaving range, we’re not only able to introduce the product line to the Australian market but build a more genuine, meaningful relationship with customers, adding value to their daily routine.”

The campaign is now live nationwide.

Panasonic Australia, Emma Laing, said: “An innovative product range needs innovative marketing, and Awaken delivered with this comprehensive digital campaign. Designed to resonate with the modern, elevated man looking for effortless, stylish grooming solutions, the campaign’s blend of UGC, influencer partnerships and extensive online coverage has set the stage for Panasonic Australia to establish itself as a leader in men’s grooming solutions.”