Engagement Meter: Cheesy goodness wins hearts

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 23 to 29 January.

Hundreds of micro campaigns saw the light of social media this week. What’s most interesting is how restaurant and café brands were able to capture their social community’s attention with nothing but “cheesy” posts.

1. Visa Malaysia
Engagement Score: 1,000

Visa Malaysia tied up with Tourism Malaysia to promote MyFest 2015—a cultural carnival. The descriptive post led fans directly to the MyFest website and was very well received. With over 40,000 Likes, this was the most engaging post not only for the brand, but for the entire industry.

By associating and talking about a local event, Visa was able to engage fans and also drive traffic to the webpage of the event it sponsored.

2. Cebu Pacific Air
Engagement Score: 999

The aviation brand slashed its prices and gave fans and followers a chance to fly at the lowest fares to all destinations. The post that was Liked over 9,500 times led fans directly to the airline’s website where viewers could block tickets.

On Twitter, the brand only had to use the hashtag #CEBSeatSale thrice before others jumped in and used it 115 times.

Seek and you shall FLY! More low fares & places to explore with our #CEBseatSale. Book at: http://t.co/taKDgqtS1G pic.twitter.com/4CJqdvVyCA

— Cebu Pacific Air (@CebuPacificAir) January 28, 2015

What’s most interesting about this campaign is that apart from giving the social community a great offer, the brand was able to redirect them to its website where the audience could immediately book tickets after looking at the irresistible offer. Not only did this help the brand drive engagement but also complemented its other initiatives in increasing ticket sales.

3. Burger King Singapore
Engagement Score: 997

Burger King went for a simple, to the point post that introduced its new triple cheese burgers. This addition was welcomed with over 2,500 Likes and 500 Shares—one of thefor the brand in the year. The other key metrics of the brand, such as engagement score and fan growth rate, were almost two times the industry average.

This post follows the standard format of the brand’s regular post—combination of text and product image. What’s interesting is that, these are the most common types of posts in the entire Restaurant & Café industry.

4. Pizza Hut Singapore
Engagement Score: 852

Pizza Hut launched the scrumptious looking Cheese Blossom Pizza on social media. The updates on both Facebook and Twitter performed above average for the brand, with over 2,500 Likes and 100 Retweets, the beautiful pizza obviously impressed the brand’s audience.

Celebrate a blossoming new year with our Cheesy Blossom Pizza with your family and friends this season! pic.twitter.com/y7m0u8NYwi

— Pizza Hut SG (@PizzaHut_SG) January 28, 2015

The simple posts proved that fans will always welcome new innovations from their favorite pizza chain.

5. Samsung Mobile India
Engagement Score: 782

The brand had multiple campaigns running to promote the Galaxy Tab, Note 4 and GalaxyA5. Different campaigns performed better on different social networks. On Facebook, the post about A5 and A3’s new metal body struck a chord with fans. It received over 17,000 Likes and 400 Shares.

On YouTube, with a new TVC a few other videos, the brand garnered 140,000 new views in just a week and grew its channel at a rate three times the industry average. It also attracted a few hundred new subscribers and experienced a growth rate twice the sector.

Though this wasn’t one of Samsung’s best campaigns ever, the brand was able to keep fans well engaged when there was no product launch or other exciting things happening. With these posts, tweets and videos that encouraged all different Samsung phone users to participate, the brand was able to maintain above average growth and engagement.