Ranjani Raghupathi
May 20, 2015

Automotive brands race each other on social media

ENGAGEMENT METER: Unmetric's Ranjani Raghupathi takes a look at some of the most effective social initiatives by auto brands in Asia over the last week. See what Nissan, Audi and others did to move the engagement meter.

Automotive brands race each other on social media

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 11 to 17 May.

Automotive brands promoted and spoke about specific car models instead of speaking about the larger brand. The approach was targeted and they used many routes to engage fans. 

1. Chevrolet India – Customer Relations
Engagement Score – 1,000

A true auto fan knows and appreciates the specs of every model they look at. Chevrolet tempted fans to take the Camaro out for a test drive with this glamorous image of the car and the wild specs of the engine. This got them over 50,000 Likes and an engagement score almost thrice that of the industry. What’s more? The brand took the effort to answer to a large portion of the comments (good and bad) and scored at customer relations as well.

Raw power of a 420hp engine packed under an aerodynamically designed hood that takes just 20 seconds to get you engulfed in the wind. Fancy a drive in the 2015 Camaro Convertible?

Posted by Chevrolet India on Sunday, 10 May 2015

2. Alfa Romeo Hong Kong – Events
Engagement Score – 1,000

The luxury car brand hosted an event and invited fans to join for some exclusive discounts and surprises. The post, with an image of the Giulietta and details of the event and discount, got the brand its best engagement in all of May.

每逢週末都係行街?咁就啱啦,一於今個星期六同日 (5月16及17日) 過黎鑽石山荷李活廣場一樓明星廣場嘅周末車展啦,包你有驚喜!活動當日設有即場出車折扣優惠,只需港幣$219,000*就帶到部意大利跑車Alfa Romeo Giulietta返屋企!未夠驚喜?現場仲有多款其他型仔名車以至筍優惠價等緊你架,實有一款啱你嘅!詳情請致電2960 9288查詢。*優惠受條款約束

Posted by Alfa Romeo HK on Wednesday, 13 May 2015

3. Nissan India – Element of surprise
Engagement Score – 999

As part of the Terrano model campaign, Nissan had an unveiling of its ambassador, Sushanth S Rajput. In a slow lead up, the brand asked followers to guess the star with just a shot of the person’s back and a clue while using the hashtag #PowerOfStyle. This tweet, which promised gift vouchers for winners, received over 350 entries. The hashtag itself was used over 5,000 times by the Twitter community in just a week.

4. Mazda PR Japan – Announcement
Engagement Score – 999

Mazda Japan’s PR handle tweeted out an announcement about the brand’s cooperative partnership with Toyota. This got 128 followers to Favorite and 320 to Retweet. By making the exciting news official on a social network, the brand was able to inform and excite its audiences.

5. Audi Singapore – Image centric
Engagement Score – 939

Like most brands with a visually appealing product, Audi let its car take the center stage with a stunning image. In the post the brand described the features of the Q3 and led people to a website to find out more about the car. The post received over 2.000 Likes, and the video for the campaign received over 132,000 views in the week.

State of the art technology.The new Audi Q3 is equipped with more innovative and progressive features than before,...

Posted by Audi Singapore on Thursday, 14 May 2015

About the author

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




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