With the focus on a unique product like Toughpad, Panasonic wanted to engage its Twitter community from its @PanasonicInNews Twitter handle.

1. The TOUGHPAD Engagement Plan
Creating Brand recall
+
Generating positive conversation
For the ‘Toughest’ tablet EVER!

2. Our Objective
Creating Brand Awareness
& Brand Recall around the
Panasonic Toughpad tablets
in the Digital media

3. 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

4. Phase One :
Preparing a Content Strategy
marrying toughness & Toughpad

5. Creating buzz…

6. Creating buzz…

7. Phase ONE Stats
Total Tweets = 6
Total RTs (our content) = 56
Total Favorites (our content) = 39

8. Phase Two :
A Two-day Twitter Contest –
• #MyToughpadIsSoTough
• #MyToughpadAndI

9. DAY ONE
#MyToughpadIsSoTough
The Approach :
Encourage the Twitter users to share positive
engagement around the toughness of
the Toughpad with the hash tag:
#MyToughpadIsSoTough

10. The Engagement…

11. What Tweeters had to say

12. #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

13. 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

14. The Engagement…

15. What Tweeters had to say

16. #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

17. 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

18. 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)

19. 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

20. And also…

21. 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

22. Thank You