Ranjani Raghupathi
Mar 24, 2015

Engagement Meter: Cathay, HSBC hit the engagement jackpot

With sweet, fun and thoughtful videos, brands like Vodafone, HSBC and Kirin Beer land atop this week’s engagement meter, curated by Unmetric.

Engagement Meter: Cathay, HSBC hit the engagement jackpot

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 16 to 22 March.


1. Cathay Pacific Hong Kong
Engagement Score – 1,000

As part of its sponsorship campaign for the 40th anniversary of the Hong Kong Sevens rugby tournament, the airline’s cabin crew takes the viewer through their four-year partnership. The peppy video attracted over 173,000 new views in under a week and became one of the brands’ top 10 most viewed videos on YouTube.


2. HSBC Hong Kong
Engagement Score – 1,000

Along with Cathay Pacific, HSBC also sponsors the Sevens. While the airline brand chose to do a journey through the years, HSBC opted for a fun contest. Knowing fans love to dress up and come in costumes for the matches, the banking and financial services brand excited fans with the opportunity to get featured on the big screen with a special “Fan Cam”. The campaign video that is promoted with #BringYourGame received over 123,000 views on YouTube this week.


3. Kirin Beer Japan
Engagement Score – 1,000

The sound of food being cooked is music to any foodie’s ears. This video from Kirin Beer had me craving some sushi and beer this evening. The well-planned video comprises a beer orchestra backed by chef-musicians. Even though the video is over two minutes long, it had me and 257,078 others gripped. This is pretty impressive and helped give the brand achieve a subscriber growth rate much higher than the alcoholic beverages industry average.


4. Vodafone India
Engagement Score – 1,000

We all have that one friend (or in my case, are that one friend) who just cannot stop borrowing things. The very relatable video uses this simple insight to portray the telecom brand’s features that makes life easier. The video has collectively received close to a million views, but in the week analysed it received around two thirds of those views. Other videos, like the “farewell” ad, that are part of the campaign, performed above industry average as well.


5. Marina Bay Sands Singapore
Engagement Score – 1,000

In a luxurious video with many montages beautifully stitched together, Marina Bay Sands takes the viewer on a journey through their breathtaking property. The crowning jewel of the video, David Beckham, leaves the viewer hoping to see more of him and his walk through the architectural wonder. The two-minute video received over 15,000 views.

About the author

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

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