Ranjani Raghupathi
Feb 9, 2015

Engagement Meter: Of birthdays and Valentine’s days

See what Singapore Airlines, Famous Grouse Taiwan, Adidas Malaysia, McDonald's Philippines and Visa India did to make it into this week's Engagement Meter, curated by Unmetric.

Engagement Meter: Of birthdays and Valentine’s days

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 30 January through 5 February.

1. Singapore Airlines
Engagement Score: 1,000

Celebrations seem to be big at Singapore Airlines. As the country turns 50, the aviation company offered many holiday attractions at $1. The post was liked over 100,000 times and shared 620 times. Above this, the brand also experienced a fan growth rate of 1.7 per cent, which is much higher than the industry average of 0.39 per cent.

 

Though the brand used the hashtag #SG50 on Facebook, it did not on Twitter. The tweet carried the same message as the Facebook post and garnered over 35 Favorites and Retweets.

It was unusual to see a brand use a hashtag on Facebook and not on Twitter, where hashtags are more commonplace. If the brand had used the hashtag on Twitter and created a more coordinated campaign between the two social networks, it could have seen even better engagement.

2. The Famous Grouse Taiwan
Engagement Score: 1,000

The Famous Grouse gave fans a chance to win bottles custom printed with their messages. The brand asked fans to share with them romantic thoughts and ideas. Not only did this creative post perform well for the brand, it was also the most engaging post in the alcoholic beverages industry in Asia. It received over 6,000 Likes and 366 Comments.

 

The brand also had a few other posts centred on the campaign, which engaged just as well.

 

Personalisation of your product is an excellent idea and something that Coca-Cola has seen great success with after it started printing names on its bottles. The Famous Grouse took it one step further and saw fantastic engagement as a result.

3. Adidas Malaysia
Engagement Score: 1,000

The retail brand excited followers with the new F50 line of football boots. The simple tweet below engaged well above industry average and garnered over 1,000 Retweets and 500 Favorites. The hashtag #therewillbehaters was used over 4,000 times, even though the brand only used it 11 times.

Clever use of a hashtag shows that Adidas is trying to place this product as aspirational, and it seems to have worked, as it was one of the most engaging tweets from retail brands in Malaysia.

4. McDonald’s Philippines
Engagement Score: 999

People in the Philippines obviously love their fries, and they love them even more when they come with a float and a discount at McDonalds. The famous golden arches chain gave fans this irresistible discount and in turn got back over 71,000 Likes and 450 Shares. This post contributed to over 56 per cent of all the Likes the brand received in the week. Aside from this, the brand’s other posts focused on its fries, but this was the post that engaged the best.

 

We’ve seen that Burger King in the US has successfully ran many campaigns around its french fries from #satisfried to #chickenfries. While these restaurants may be famous for their burgers, it’s the side orders that often create the most engagement. McDonald’s Philippines seems to have recognised this.

5. Visa India
Visa Debit
Engagement Score: 990

Visa India promoted Visa Debit with a campaign consisting of multiple ad spots. The post below, which received over 31,000 Likes and 2,000 Shares, gave the brand about 50 per cent of all the Likes in the last seven days. The brand also experienced a fan growth rate thrice that of the industry average of 0.4 per cent.

 
Post by Visa.

On YouTube, Visa experienced a high video growth rate, garnering over 300,000 new views. This ‘blind date’ video was the best performing of all the recent spots the brand added.

This ad came out just in time for Valentine’s Day, when plenty of couples will be heading to the cinema on dates and reinforces the convenience of paying with Visa. I’m sure in next week’s engagement meter report we’ll see plenty more campaigns from brands centred around the romatic holiday.

About the author

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

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