Social Media Case Study: How Panasonic Used Social Media to Build Buzz around its Toughpad Tablets

Brand Name

Panasonic Toughpad

Agency Name

Genesis Burson-Marsteller

With the focus on a unique product like Toughpad, Panasonic wanted to engage its Twitter community from its @PanasonicInNews twitter handle. But how was this possible? Sure Toughpads are a unique product range, however, with the lack of product recall for the brand it was important for the Genesis BM Digital team to come up with an interesting campaign which not only engages the Twitter community in generating positive online buzz during the one-week long campaign but also help in building brand recall for the product.

The idea was simple! Riding on 'Toughness' as the most important keyword in the communication strategy, establish how Toughpad is not only a tough tablet but the 'toughest' tablet in the market. From sharing a tweet on the definition of 'Toughness' to sharing interesting facts about Toughpad as a product, the @PanasonicInNews twitter handle kept the engagement going during the pre-contest phase.

This was followed by two contests which were done in two consecutive days. While the first contest (#MyToughpadiIsSoTough) highlighted the toughness of the Toughpad, encouraging content that establishes the messaging that Toughpad is the toughest tablet, ever, the second contest (#MyToughpadAndI) encouraged Twitter users to share their story with Toughpad, focusing on the lighter side of the ‘Toughest’ tablet.

The results were there to be seen! Key Highlights include:

• India Trends for two consecutive days = #MyToughpadIsSoTough & #MyToughpadAndI
• Twitter Follower increase = 249
• Total Tweets with hash tag = 5390+
• Total Mentions for Panasonic PR handle= 5300+
• Total RTs (our content) = 373
• Total Favourites (our content) = 126