Ranjani Raghupathi
Mar 31, 2015

Engagement Meter: Test drives, cricket and holidaying dolls

While OLX leverages the cricket season, brands like Airtel and Lenovo chose to speak about their newest innovations.

Engagement Meter: Test drives, cricket and holidaying dolls

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 March.

1. Toyota Tokyo 
Engagement Score – 1,000 

Timeless inventions and content are always successful. After promoting its iRoad vehicle at a Ted conference, Toyota received more than 4.3 million views on a video originally uploaded in June of last year. The iRoad test drive video is now one of the brand's top five most-viewed videos.


Here is a graphic showing viewership of the video over time:


2. Mandarin Oriental Shanghai
Engagement Score – 1,000 

In this puzzling video, we see a few figurines enjoying the hotel property just as much as their owner. The three-minute long video covers all the hotel’s facilities in the journey of the miniature people and has garnered close to 2,000 views in a week. Though the video is just beginning to pick up traction, it’s already outperforming competitors in the hospitality industry.


3. Airtel India
Engagement Score – 1,000

Multiple brands in India are following the trend of introducing plug-in WiFi. Joining the trend is India’s largest telecom provider, Airtel. This animated TVC received more than 500,000 views this week and gave the brand a 1.6 per cent views growth rate.


4. OLX India
Engagement Score – 1,000

Cricket isn’t just a sport in India, it kindles the strongest of emotions in many fans of the game. Capitalizing on the season of cricket and the passion associated with it, OLX created this beautiful ad that doesn’t just show what the company can do for a user, but what values and opportunities are transferred through a simple sale. The two-minute video definitely brought a smile to my face as it probably did to 347,000 others.


5. Lenovo Malaysia
Engagement Score – 999

Many of Lenovo’s current campaigns on social media seem to be centered on its Yoga Tablet 2. This tweet received more than 270 Favorites and 130 Re-Tweets. The hashtag #YogaMyWay has been used close to 200 times in the week by users.


About the author

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

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