Home appliances and contests: A match made in engagement heaven

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 from the home appliances industry in the period of 29 June to 5 July.

Brands need to be communicating regularly on social media, and one dependable form of content to get the community buzzing is contests. 

1. Midea Malaysia
Engagement Score – 1,000

Contests shouldn’t just be fun because they come with a prize at the end. They should be challenging and interesting. Midea’s contest fits the bill perfectly. The end result is tough to achieve and also fun to play. This creative post brought the brand a full engagement score and got over 375 fans participating.

2. Kohler Hong Kong
Engagement Score – 1,000

Kohler got fans involved by talking about its product that was nominated for an award. After liking and sharing the post, fans had to mention their favorite feature and that would mean they stood a chance to win a shower kit from Kohler. This got the brand over 700 Likes, Comments and Shares.

3. Eureka Forbes India
Engagement Score – 1,000

Eureka Forbes explicitly asked fans to show their interest in a contest by retweeting the brand's tweet. This got Eureka well over its goal, with 85 RTs. What’s interesting is that this tweet engaged better than the actual contest tweets.

The contest is starting to get interesting! 4th Question is coming up soon. 50 RTs to reveal the next Question! #MyFamilyDoctor

— Eureka Forbes (@EurekaForbes) July 1, 2015

4. Philips Men Korea
Engagement Score – 1,000

Much like its peers, Philips Men in Korea attracted fan participation with a prize. Fans had a chance to win an iced coffee if they filled out a survey. This got the brand over 300 Likes and 120 Shares.

5. Morphy Richards India
Engagement Score – 998

Morphy Richards took a refreshing route and simply reminded fans about the comforting feeling of a good shower. Even though this was one of the simpler posts with no giveaway attached, fans really appreciated the concept and it ended up getting liked over 5,000 times.

 

About the author

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