Engagement Meter: Emotional stances steal the cake

Unmetric, a social media intelligence firm focused on brands uses its analytics platform to uncover the top performing campaigns, content and videos in the APAC region. Unmetric's Engagement Score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has. For the weekly Engagement Meter feature, Unmetric curates the list to pick the most creative, innovative or unusual initiatives. Here is a roundup of a few of the best in the period of January 9 through 15, 2015.

1. Dabur Vatika
#BraveandBeautiful
Engagement Score: 1,000

Haircare brands are known to employ plenty of slow-motion effects when it comes to advertising luxurious hair. However, with its latest advertisement, Dabur Vatika takes a bold stance and shows how beauty isn't just in your physical appearance.

This ad that portrays the story of a cancer survivor reminds women how sometimes beauty is beyond just hair and encourages them to share stories of such brave women. In just the time period analysed, the campaign gave the brand 8,000 Likes, 5,000 Comments and 1,100 new fans. That is a fan growth twice that of the industry average. Additionally, the video has gone viral and received over 650,000 views.

A four-minute ad wouldn't be an easy fit on mass media, but with social networks like YouTube, brands like Vatika are able to bring initiatives like these to a wider, digital audience.

2. DiGi Telecommunications
#ProjectPensel
Engagement Score: 994

The Malaysia telecom brand teamed up with Steadler and an NGO to donate supplies for underprivileged school kids. The Facebook post that urged fans to share received over 7,000 Likes and 3,200 Shares. The cause obviously moved the brand's fans.

Though the micro campaign was limited to a few posts and tweets, the brand saw over 650 people using the hashtag #ProjectPensel and earned a full engagement score of 1,000 on the hashtag.

The kids in #PantaiTimur need help! Share our post on FB to send them pencils. #ProjectPensel http://t.co/r6icYyTttU pic.twitter.com/tzajSa17dN

— DiGi (@DiGi_Telco) January 10, 2015

What's interesting is that the brand used Facebook as the primary social medium and used other social networks such as Twitter to drive traffic to its Facebook page. This means that if you know your key battleground, you can use other networks to support it and also ensure that no audience group is left uninformed.

3. Gillette Venus India
#UseYourAnd
Engagement Score: 1,000

Gillette Venus India mirrored the brand's worldwide campaign that aimed to empower women to go beyond labels. The video that invites women and girls to recognize their potential and embrace their unique and extraordinary qualities has received over 6 million views in just a week.

This campaign helped the brand a grow its community bases at over seven times that of the industry average on Facebook and Twitter. With multiple posts related to the campaign, this particular one below received over 9,000 Likes in less than a week, far more than the brand usually sees.

On Twitter, the hashtag #UseYourAnd has an engagement score of 862.

If someone says you’re smart say “Yes, AND..” #UseYourAnd and refuse to accept one-dimensional labels and stereotypes.

— Gillette Venus India (@GilletteVenusIn) January 11, 2015

Capturing the challenges women all over the world face, the brand aptly urges them to "Use their And" and show how they're more than just what meets the eye. By going beyond just feature and benefits, the personal care brand has positioned itself as a women's enabler and set the benchmark high. The one takeaway here is the usage of the highly engaging and "social" hashtag. Centering the campaign around a topic that is so easily weavable into any conversation, the brand motivated over 1,200 Twitter users to use the hashtag and took home great engagement.

4. Avon Philippines
#AvonTeenQueen
Engagement Score: 1,000

Avon stole the heart of its followers with its new beauty ambassador Kath Bernardo. The announcement of the brand's new #AvonTeenQueen got it over 400 Favorites and Retweets.

Thanks for your overwhelming support for #AvonTeenQueen @bernardokath as our new beauty ambassador! ��

— Avon Philippines (@AvonPH) January 9, 2015

Interestingly, apart from just extending the campaign to Facebook, the brand also had an Instagram aspect for the campaign that earned over 600 Favorites.

 

Are you as excited as #AvonTeenQueen @bernardokath and us for her upcoming launch? We can't keep our excitement, too, but watch this space and we'll make sure our followers will be the first to know :) #AvonPH

A photo posted by Avon Philippines (@avonph) on Jan 15, 2015 at 3:23am PST

What's interesting is that the brand explored newer social networks such as Instagram and thus expanded its reach. We’ve already seen in past analysis that Philippines leads the Southeast Asian countries when it comes to brand adoption on Instagram, and this campaign from Avon reinforces that.

5. Vaseline Bangladesh
Warm Winter Contest
Engagement Score: 1,000

Vaseline gave fans a chance to win an amazing holiday at a resort in Dubai. As the brand announced the contest on Facebook, it stirred a fair share of interest among their social community. And the brand hit the engagement jackpot when it gave fans an extension to participate in the contest. The effort received over 30,000 Likes and 100 comments in a week.

In the past we’ve seen that contents are a sure-fire winner for giving brands an engagement boost. However, brands should be careful about running indiscriminate contests in the name of engagement, as it may have no long-term connection with the brand, and the engagement generated is often very short-lived.

 

About the author

Ranjani Raghupathi is marketing executive at Unmetric. You can follow her on Twitter @ranjanithinks.