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With the focus on a unique product like Toughpad, Panasonic wanted to engage its Twitter community from its @PanasonicInNews Twitter handle.
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The TOUGHPAD Engagement Plan
Creating Brand recall +
Generating positive conversation
For the ‘Toughest’ tablet EVER!
Our Objective
Creating Brand Awareness & Brand Recall around the Panasonic Toughpad tablets in the Digital media
The IDEA? • PHASE ONE
o Preparing a Content strategy marrying toughness & Toughpad
• PHASE TWO
o A Two-day Twitter contest from the @PanasonicInNews handle
o Encouraging User-generated positive content around the Toughpad product range
Phase One :
Preparing a Content Strategy marrying toughness & Toughpad
Creating buzz…
Creating buzz…
Phase ONE Stats
Total Tweets = 6
Total RTs (our content) = 56
Total Favorites (our content) = 39
Phase Two :
A Two-day Twitter Contest –
• #MyToughpadIsSoTough • #MyToughpadAndI
DAY ONE #MyToughpadIsSoTough
The Approach :
Encourage the Twitter users to share positive engagement around the toughness of
the Toughpad with the hash tag: #MyToughpadIsSoTough
The Engagement…
What Tweeters had to say
#MyToughpadIsSoTough Stats
Total Tweets with hash tag = 2950+
Total Mentions for Panasonic PR handle = 2900+
Total RTs (our content)= 163
Total Favorites (our content) = 72
The Approach :
Personalizing the contest by asking the tweeters
to write-in an interesting story in 140-characters on the topic 'My Toughpad
And I'
DAY TWO #MyToughpadAndI
The Engagement…
What Tweeters had to say
#MyToughpadAndI Stats
Total Tweets with hash tag = 2440+
Total Mentions for Panasonic PR handle = 2440+
Total RTs (our content) = 210
Total Favorites (our content) = 54
Phase TWO Stats
Total Tweets with hash tag = 5390+
Total Mentions for Panasonic PR handle= 5300+
Total RTs (our content) = 373
Total Favorites (our content) = 126
Huge Follower Increase!
The @PanasonicInNews TwiMer handle has seen a tremendous increase in the number of followers (249) during the Toughpad engagement
strategy (from 21st to 25th April 2014)
Yes, We were TRENDING!
Huge involvement and excitement with both the hash tags trending across India proving that Panasonic’s Toughpad message is delivered and reaches to the TwiMer community
And also…
The Thought Leaders interacted…
Manish Sharma Daizo Ito
Manish San & Ito San interacted with @PanasonicInNews TwiMer handle during the contest and got a great positive engagement for the handles
Thank You
