Ranjani Raghupathi
Apr 10, 2015

Engagement Meter: Music, fairy dust and breaking stereotypes

Brands like Videocon, SK-II and Fiat land atop this week’s Engagement Meter, curated by Unmetric.

Engagement Meter: Music, fairy dust and breaking stereotypes

Unmetric, a social media intelligence platform 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 0-1000 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 March 30th to April 5th, 2015.

1. Videocon India

Engagement Score – 1,000

India is a country of music, dance and a riot of colour which has been tapped by Videocon for its latest campaign. In this musical video, the homegrown appliances brand shows how sometimes stains are a product of love and happiness, and cleaning them can be effortless. The video received close to 100,000 views in 7 days.  What’s more is that the video is the number one most viewed video in the brand’s YouTube channel. 

2. Fiat Turkey

Engagement Score – 1,000

In a true David and Goliath ad, the Fiat 500 gets chased by a truck but ends up on the winning team when many other Fiat 500s appear on the scene. The humourous video received 46,000 views in a week and is one of the top performing videos in the automotive sector.

3. SK-II Hong Kong

Engagement Score – 1,000

Ever wonder how beauty creams are made? It’s a mixture of lotion and fairy dust – if SK-II is to be believed. In this whimsical video, the personal care brand reveals the “formula” to its CC cream.  The video has received over 25,000 views and that is growing at a rate higher than the industry average.

4. Telkomsel Indonesia

Engagement Score – 1,000

In the TVC for the Indonesian telecom company’s postpaid services campaign, we see what special treatment can look like. In less than a week, the video garnered over 25,000 views.

5. Jabong India

Engagement Score – 1,000

Keeping with the brand’s tag line “Be You”, this video shows how today’s generation is changing the society’s mindset and pushing limits when it comes to what is considered “acceptable”. Jabong gets full points for sticking to brand positioning and converting long copy in to a strong video. The video has received over 8,000 views and is definitely proving to be fodder for many surprisingly intellectual conversations.

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

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