Engagement Meter: Mangoes, handcrafted beverages and sandwich Avengers

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 6 to 12 April.

In the second week of the second quarter of the year, brands leveraged seasonal trends, popular expos and everything else that would really impress their fans to achieve sky-high engagement. 

1. Ford Philippines
Engagement Score – 1,000

Ford unveiled its latest car “The Everest” at the Manila Auto Show. Excited fans gave this Facebook post more than 61,000 Likes and 2,100 Shares. The brand perfectly leveraged a relevant event and excited its social community by associating the launch with the mega auto show.

2. Tropicana Slice India
Engagement Score – 1,000

The only silver (rather golden) lining to India’s summer is the availability of heavenly mangoes. Slice (now Tropicana Slice) introduced its drink with a makeover using the king of mangoes, the Alphonso. The product variation introduction got the brand more than 171,000 Likes on Facebook. On Twitter, the hashtag has been used 203 times in just a week and has given the brand a follower growth rate slightly higher than the industry average.

3. Tiger Beer Singapore
Engagement Score – 1,000

Tiger Beer launched a new campaign rooted in the hashtag #unofficialofficial, where it revealed the humorous history behind “major inventions”. This post, the best performing in the campaign, received over 2,000 Likes and almost 700 Shares. The brand smartly used these posts to drive traffic to its well-executed microsite, which details the stories of other inventions, such as the “Kallang Wave”.

4. Starbucks Malaysia
Engagement Score – 1,000

Starbucks gave regulars an irresistible offer: two handcrafted beverages for the price of one. The Facebook posts announcing this offer garnered close to 4,000 Likes and 4,000 Shares. In fact, this was one of the top 10 most engaging posts in the Restaurant & Café industry in all of APAC.

5. Subway India
Engagement Score – 1,000

In a campaign leveraging the upcoming movie The Avengers: Age of Ultron, the brand posted three images with a group of young men dressed as the superheroes and dining in a Subway. This got a massive 38,000 Likes. Though the images look candid, close inspection reveals that the subs are picture-perfect, with the cheese and vegetables stacked immaculately. This post was the brand's top performer for the week.

 

About the author

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