Panasonic asked its BMcD team how they should tell the story one of the year’s most strange but true stories. A Sydney-based fisherman hooked a Panasonic ruggedised camera which still worked, even after being submerged under three metres of water for several weeks.
Rather than heading down the traditional PR media release path, we asked “what if the owner of the camera could be found?” We then turned to Panasonic’s social media community. We felt this would not only increase our sleuthing power, but also provide an additional editorial element.
Images and video were posted online to enlist the help of Panasonic’s social media community. The story captured interest throughout the country and was so successful that some commentators believed that the lost camera was just a PR stunt.
The controversy helped drive interest to a new level. The public relations team built on the veracity of the story, through PR and social media opportunities with the fisherman, Panasonic representatives and community members. Eagled-eyed Panasonic social media community members ultimately helped locate the owner, 12-year-old Emma from Avoca Beach, NSW.
This celebratory story quashed previous skepticism and lifted volume and tonality of coverage for Panasonic’s tough cameras to record highs.
This simple story of camera survival and reunion with its grateful owner received more than 300 media articles, 4.4 million impressions on the Panasonic websites sites and 45,000 unique views in little more than a month.
In the social media space, there were 725,431 post views, 1,466 ‘Likes’ and 655 comments on the Panasonic Facebook site during the duration of the campaign. Panasonic received 38 per cent share of voice amongst competitors for the period and 293-article gap between Panasonic and its biggest rugged camera competitor.