Download - Case Study: The Toughpad Engagement Plan
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The TOUGHPAD Engagement Plan
Creating Brand recall +
Generating positive conversation
For the ‘Toughest’ tablet EVER!
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Our Objective
Creating Brand Awareness & Brand Recall around the Panasonic Toughpad tablets in the Digital media
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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
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Phase One :
Preparing a Content Strategy marrying toughness & Toughpad
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Creating buzz…
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Creating buzz…
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Phase ONE Stats
Total Tweets = 6
Total RTs (our content) = 56
Total Favorites (our content) = 39
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Phase Two :
A Two-day Twitter Contest –
• #MyToughpadIsSoTough • #MyToughpadAndI
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DAY ONE #MyToughpadIsSoTough
The Approach :
Encourage the Twitter users to share positive engagement around the toughness of
the Toughpad with the hash tag: #MyToughpadIsSoTough
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The Engagement…
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What Tweeters had to say
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#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
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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
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The Engagement…
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What Tweeters had to say
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#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
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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
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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)
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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
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And also…
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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
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Thank You