Panasonic’s Breathe Well campaign is marking a year of campaign success. Launched in October 2021, the indoor air quality (IAQ) initiative was created by Panasonic to equip HVAC industry professionals with the resources, research, and tools to promote healthier home and building environments in a time when clean air is a critical priority.
“At the time Breathe Well started, the world was still very much responding to a public health crisis and the demand for hygienic and fresh indoor environments,” says Kevin Smith, General Manager of Life and Devices Solutions at Panasonic. “That demand has not diminished; in fact, residents and building occupants have made IAQ a permanent focus.”
Through Breathe Well, Panasonic is turning a spotlight on its IAQ end-to-end solutions, which champion healthy and comfortable indoor air quality by addressing three core pillars:
- Clean, representing air purification and circulation solutions;
- Comfort, representing heating and air conditioning solutions; and
- Fresh, representing ventilation and energy recovery ventilator (ERV) solutions.
“There is no single strategy for IAQ,” says Sonny Pirrotta, Group Sales Manager of IAQ at Panasonic. “It is a combination of technology, best practices, and IAQ expertise – all of which we aim to provide through this initiative.”
The campaign consisted of digital messaging across YouTube and Panasonic’s social media channels. To date, it has garnered over 26 million impressions, 2.7 million video views, and thousands of clicks. Promisingly, says Ashna Haji, Marketing Alliances Manager for IAQ at Panasonic, “our Breathe Well brand video has achieved a 77 percent view-through rate, indicating that most viewers took time to take in the entire message.”
“That stat is particularly encouraging because it means people took in everything we had to say and remained engaged,” she adds.
Joining the momentum
Central to Breathe Well is its Partner program, which provides specialized support and incentives for various HVAC stakeholders. For example, HVAC contractors, distributors, and builder partners gain access to benefits such as financial support for marketing, volume rebates based on purchases, and marketing and advertising materials to use in their business. Moreover, contractors in particular also gain access to Panasonic’s Contractor Loyalty Program, preferred rates on consumer financing and listing on Panasonic’s Dealer Locator.
“Becoming a Breathe Well Partner has its benefits, but ultimately the goal is to empower as many industry professionals we can to provide their clients more holistic strategies to improve air across their personal or professional spaces,” adds Pirotta.
Learn more about becoming a Breathe Well Partner. Download the Breathe Well brochure or visit the campaign website.
