Ranjani Raghupathi
Sep 15, 2015

Cooking up great social content

You might think social marketing for restaurant & café brands would be simple: Just take some nice food photos and you're done. Not really. Here is how brands like Nando’s and TGI Friday’s used subtle elements to spruce up their content.

Cooking up great social content

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 31 August through 6 September.

1. Nando’s Singapore
Engagement Score - 1,000

This tweet from Nando’s uses capital letters on the words “Introducing” and “New” to clearly communicate its message. The post also catches the viewer’s eye with the image. However, what impressed most was the link that lists the new additions to the menu. It’s no surprise that the tweet with all elements spot on received over 100 Retweets and Favorites.

2. Costa Coffee India
Engagement Score – 1,000

Contests seem to be a recurring (and highly successful) trend in regular content. Costa ran a contest to find its #CostaSuperFan on its 10 year anniversary in India. Though the brand only used the hashtag a few times, followers used it almost 2,000 times. The celebration in combination with the contest gave the brand great engagement.

3. TGI Friday’s Malaysia
Engagement Score – 999

In this post, TGIF spoke about its two-course meals and its price range. The simple, direct post with an appetizing image received over 6,000 Likes. The brand sure knows how to engage fans, even on an ordinary day.

Stretch your belly muscles for an epic feast! 2 course meal from RM29.90. Your choice of protein served with a humongous side of something crispy and cheesy! Get yours now.

Posted by TGI Friday's Malaysia on Tuesday, 1 September 2015

4. Dunkin’ Donuts India
Engagement Score – 998

The donut and coffee chain advertised its offer to give all customers one free donut for a year on Twitter. Though the tweet doesn’t list the terms and conditions, followers were enthusiastic in asking questions, and the brand replied to their queries. The tweet engaged well above industry average and got the brand’s followers excited.

5. McDonald’s Singapore
Engagement Score – 824

Continuous menu innovation in fast food chains is essential to keep the crowds coming. McDonald’s introduced the Ebikase burger and meal in this 30-second spot on Facebook. The scrumptious looking new taste experience garnered over 1,000 Likes. However, adding the price of the meal to either the video or the post would have been extra informative and useful for viewers.

Crunchy cereal combined with juicy whole shrimps. A drizzle of shrimp paste flavoured sauce. And a white sesame and...

Posted by McDonald's on Wednesday, 2 September 2015


About the author

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



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