About the client


Panasonic  is a Japanese multinationalelectronics corporation headquartered in KadomaOsakaJapan.

The company was founded in 1918, and has grown to become one of the largest Japanese electronics producers alongside SonyHitachiToshibaSharp Corporation, and Canon. In addition to electronics, it offers non-electronic products and services such as home renovation services. Panasonic is the world’s fourth-largest television manufacturer by 2012 market share.

Panasonic has a primary listing on the Tokyo Stock Exchange and is a constituent of the Nikkei 225 and TOPIX indices.

The situation


Consumer insights showed that men care more about their own appearance, when thinking about shaving, and less about technology or cost.

Our solution


Reminiscent of the popular magnetic beard kids’ toy, Panasonic’s Groom U iPhone App invited men to “paint” a beard or moustache on their face. App users can also color their facial hair, shave it into one of many styles, and share the resulting image with their friends.Targeted display and mobile media, combined with influencer marketing, helped generate tens of thousands of app downloads in the first month, driving strong brand awareness and engagement.The Panasonic GruumU iPhone app features:

  • Choose a Photo. The user can take a photo of a friend’s face, or select an existing photo from the iPhone camera roll
  • Draw a Beard. The user can select one of six graphical, clean-shaven lower-halves of faces to overlay on the photo.
  • Users can draw a beard on the photo using their finger as the pen
  • Shave your Friend “Before” and “After”
  • Social Media Integration