Panasonic

Overview

Panasonic Connect, and its industry-leading TOUGHBOOK family of laptops and 2-in-1 tablets, offer hardware, software and professional services to customers across the public sector, federal government, utilities and energy, and more.

Intro

Owning TOUGHBOOK Territory

capabilities

Influencer

Social Media

Creative

Content

Experiential

Challenge

Panasonic Connect needed to keep its TOUGHBOOK hardware, and related software and services in the forefront of buyer’s minds across key industries as they grappled with a chaotic purchasing landscape. All without any new TOUGHBOOK announcements, connecting current and incremental innovation to customer needs.

Result

A multi-channel approach to media and influencer relations supported by ongoing, consistent thought leadership spanning business, technology, and vertical publications, reaching different personas in the buying cycle (business and financial, IT leadership, end users, channel partners) Secured more than 50 feature articles or reviews mentioning TOUGHBOOK and contributed thought leadership articles elevating our experts. Work positions TOUGHBOOK favorably among others in the market, while contributed articles generate strong message pull through that equips sales and GTM teams with an array of content to leverage via email, newsletter, social, at events, and more.