Ranjani Raghupathi
Mar 17, 2015

Engagement Meter: Tested marketing methods translate to social media

With traditional campaign ideas, brands like Asus, KFC and Dove land atop this week’s engagement meter, curated by Unmetric.

Engagement Meter: Tested marketing methods translate to social media

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 7 to 13 March.

1. AirAsia
Engagement Score: 1,000

Portraying the inside life and culture of a company through employee stories isn’t the newest of ideas, but what makes AirAsia’s campaign different is the execution. In its #togetherwestand campaign, which began after the loss of its flight 8501 in December, the aviation brand posted a series of videos that bring to light what it looks like to work in AirAsia. However, each video ties back to how all the staff have a singular goal of giving passengers the best experience possible. The videos have collectively received close to 300,000 views.


2. Dove India
Engagement Score: 1,000

Dove is one of the few brands in the personal care industry that venerates “realness” and effortless beauty. In its new #GlowWithDove campaign, the brand takes its regular route of impressing women with a mystery product that is eventually revealed to be Dove. The video has received almost 60,000 views in just a few days. On Twitter, the brand used the hashtag 167 times and announced a contest, at the end of which Dove gift hampers were promised. This got the over 16,000 other people to use the hashtag.




3. KFC Malaysia
Engagement Score: 1,000

With the humble Facebook update, KFC got more than 80,000 people liking its post. The post has mouthwatering images of items from KFC menu and shows how the larger part of your order could be free.

Post by KFC.


4. Asus Malaysia
Engagement Score: 1,000

Asus promoted its gaming laptop with a gaming challenge. The brand asked participants to follow the link in the post, where they had a chance to win an Asus G751 gaming laptop. In less than a week, this post received over 33,000 likes from enthusiastic fans. This post engaged well above the consumer-electronics industry average.



5. MakeMyTrip India
Engagement Score: 1,000

MakeMyTrip’s video campaign introduces its “UnCancel” feature with an emotional twist. The three and a half minute video shows the story of an estranged father and son and how the new feature brings the two together. Though the sentiment seems a bit forced, the story has obviously impressed the brand’s audience and gained over 1.4 million views.


About the author

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



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