Ranjani Raghupathi
Dec 15, 2014

Engagement Meter: The top campaigns running in APAC

Asking fans to share stories of how they met their favourite people lands Starbucks India at the top of this, the inaugural edition of Engagement Meter, a new weekly feature courtesy of analytics specialist Unmetric.

Engagement Meter: The top campaigns running in APAC

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 5 to 11 December.


1. Starbucks India
'How We Met Story'
Engagement Score: 1,000

Proving as adept at social media as the global Starbucks account, Starbucks India ran a contest asking the brand's social community to share stories on how they met their favorite people with the hashtag #HowWeMetStories. On Facebook, the brand posted two updates, both of which were highly engaging and got the brand over 40,000 Likes in just seven days. The posts also got the brand's fans talking and received loads of comments. This campaign, which was anchored with a microsite, gave the brand an engagement score that is four times the average in the Restaurant & Cafe industry.


On Twitter, the campaign wasn't as big a hit as it was on Facebook. Though the tweet about the contest wasn't too engaging, the brand received 132 mentions and the hashtag #HowWeMetStories was used 12 times. The brand also experienced a follower growth rate of 1.3 per cent which is twice the industry average.


2. Chevrolet India
Engagement Score: 1,000

Chevrolet India scored maximum points with an engagement score of 1,000 on four of its posts, compared to the industry average of 364. The brand raked in more than 100,000 Likes, 1,300 comments and 1,600 shares on these four posts. Though the posts weren't grouped under any particular campaign, they all used similarly designed images and copy to establish the range of cars the brand manufactures. This post was the most engaging in the entire APAC auto industry, and it’s quite easy to see why.


The auto brand didn’t post the same content to Twitter, potentially losing out on increasing reach and engagement.


3. Singapore Airlines
'Christmas Moments'
Engagement Score: 994

Singapore Airlines gave fans a chance to be featured on their cover photos. All fans had to do was post a picture of their Christmas moments. The brand received over 40,000 Likes and 300 comments and 200 shares.


This wasn't just the brand's most engaging post in the last week but also its most engaging in the last 30 days. The brand could have held a similar contest for its Twitter or Instagram cover photos, increasing engagement and reach.


4. Air Wick India
Engagement Score: 1,000

The home care brand's most popular post saw an engagement score of 1,000. The post was part of the brand’s #SmellLikeLove campaign and was one of the brand's most engaging in the last 30 days. it proved more than 3.5 times more engaging than the industry average.


Over on Twitter, the brand posted the same content, and the tweets proved to be the brand’s best performing content in the last 30 days. The #SmellLikeLove hashtag associated with the content was the most used brand hashtag, helping it get achieve an engagement score of 836 and a growth rate of 0.6 per cent, both of which beat the industry averages for the period analysed.


5. Rémy Martin Singapore
'Christmas Giveaway'
Engagement Score: 1,000

This post announced a Christmas giveaway by the alcohol brand. Rémy won its community's attention and received an incredible amount of interaction in terms of Likes, comments and shares compared to its past content and regional industry average.



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

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