Panasonic Corporate sought to increase product sales across its Victorian air conditioning dealer network by generating high-intent enquiries that could be redistributed to installation partners. The objective was to move beyond awareness-led marketing and create a direct commercial growth lever for dealers.
Scope of work
Paid Media, Meta Ads, Dealer Lead Generation Strategy
Prior activity focused heavily on top-of-funnel brand awareness, without a structured bottom-of-funnel conversion mechanism.
Panasonic did not have a scalable system to generate and redistribute high-intent enquiries to its installation partners.
Without direct enquiry capture and distribution, it was challenging to tie media spend to downstream product sales performance.
How we engineered a dealer-facing acquisition system within a corporate framework.
We rebuilt the approach around high-intent demand capture using a Meta acquisition funnel. Instead of broad brand messaging, the campaigns focused on users actively considering air conditioning installation.
This aligned spend to purchase-ready audiences rather than passive exposure.
Enquiries were structured to be captured centrally and redistributed across Panasonic’s Victorian dealer network. This ensured dealers benefited directly from the campaign while Panasonic strengthened its value proposition to partners.
The system created shared commercial alignment between corporate and installer.
The funnel was built around problem-aware audiences and installation triggers rather than generic interest targeting. This improved intent quality and drove enquiries at an average $89 CPA.
At average job values ranging from $3,000 to $15,000, the economics supported strong downstream ROAS for dealers.
The campaign demonstrated that bottom-of-funnel acquisition could be layered into Panasonic’s broader marketing ecosystem. Rather than replacing brand activity, it added a controllable revenue lever tied directly to installation demand.
With average job values between $3,000 and $15,000, the acquisition economics materially improved downstream profitability for dealers. The shift from awareness to structured demand capture allowed Panasonic to demonstrate measurable commercial value to its network rather than relying solely on brand exposure.
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Across the Victorian air conditioning dealer network.
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Among the lowest acquisition periods compared to prior efforts.
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Average installation value between $3,000 and $15,000.
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Corporate marketing tied directly to revenue opportunity.
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Enquiries redistributed across installation partners.
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Corporate spend supported partner-level sales growth.
