Paddington BearTM

&

Paddington Bear TM ©Paddington & Co Ltd 2012

The Story Behind Paddington

• The first book was published almost 54 years ago in October 1958

• This was followed by the first television series in the mid-1970s

• A successful merchandising programme developed out of this

• The books have been translated into 40 languages, the tv series have aired in over 100 countries and products are sold worldwide

• Paddington is a global brand with international appeal

Maintaining Paddington’s Popularity

• Paddington’s success has been built on the foundation of the books

• Paddington stays in touch with his fans

• Paddington moves with the times

• Paddington has kept his integrity

Paddington and Social Media

• Facebook is an ideal way for Paddington to talk to his fans

• Finding the right “voice” for Paddington was of key importance

• Paddington was keen to do it himself until he discovered how difficult it is to type with paws!

Paddington and Buzz

We use Buzz for engaging and monitoring. It helps us to:

• Talk to Paddington’s fans in an efficient manner

• Find out what people are saying about Paddington

• Pick up on new stories

• Analyse trends

Engaging With Paddington’s Fans

• We chose 24 different images of Paddington

• Using the calendar function on Buzz we timed each one to upload on a daily basis

• Each photo told a simple story leading up to Christmas

• The Advent calendar was a huge hit with all of Paddington’s followers

• Everyone started looking forward to seeing the new photo each morning

• Many people shared the story and our fan base increased

Engaging With Paddington’s Fans

Listening to Paddington’s Fans

i always loved you paddington xx

Dear Paddington, I'd like to know if you plan to visit your homeland Peru. I hope you can visit. Darkest Peru isn't darkest anymore.

Your stories are my all-time favourite and I couldn't begin to imagine my life without Paddington.

Hello! Quick question - has a 2012 Paddington calendar been published? I'm desperately seeking one for my grandma! Thanks.

Soy peruano como Paddington, me alegro por el cariño que le tienen al osito ;) saludos desde Perú :)

An extract from our daily report ….

Picking Up Useful Information

… led us to this page

Keeping Ahead of the News

We picked up this story … … and shared it with Paddington’s fans

Keeping Ahead of the News

Looking at the Results

Paddington BearTM &

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