Ranjani Raghupathi
Feb 17, 2015

Engagement Meter: The week of contests

Chances to win propel Tic Tac, Nescafe, Dulux and others to the top of this week's Engagement Meter, curated by Unmetric.

Engagement Meter: The week of contests

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 6 through 12 February.

In this age of mature social media marketing, brands haven’t forgotten to bring in the age old methods of charming customers. Take a look at how brands from Asia charmed their community with the modest yet powerful contests.

1. Tic Tac Indonesia
Engagement Score: 1,000

Tic Tac ran a contest on social media that encouraged fans to design the peppermint drops’ box. Winners had the chance of winning a holiday, an electronic gadget and many other goodies apart from getting their design feature on the box itself. This campaign generated over 25,000 Likes for the brand in just a week.

 

Though TicTac didn’t extend the campaign to its presence on other social networks, by inviting contribution to product customization and appealing in the native language, Tic Tac took the simple concept to the next level.

2. Nescafe Malaysia
Blend and Brew
Engagement Score: 1,000

With the launch of its Blend and Brew coffee, Nescafe engaged extremely well with its social community on Facebook. The brand received over 20,000 Likes and over 50 Shares and Comments. These contributed to over 90 per cent of all Likes and Comments the brand received in the week and gave the brand an engagement score of 1,000 which is more than three times the Food and Beverage industry average in Asia.

 

By introducing a new product variation and describing it on a microsite, Nescafe was not only able to engage its audience but was able to drive traffic to its site that redirected visitors to buy the product from online stores. This way the brand won both social engagement and used the medium to drive sales.

3. Dulux – Let’s Colour Sri Lanka
Engagement Score: 1000

Dulux showcased its CSR initiatives with the #LetsColourSchools campaign. The brand is giving away INR 20 million worth of paint to 100 schools. The post that asked people to nominate schools asked fans to write in and say why their favourite school deserved to win. It received over 3,000 Likes and an engagement score three times that of the industry average.

 

Dulux was able to engage audiences with a single post that supported a social cause. With the combination of the initiative and generous donation, they were able to bring in a lot of positive sentiment and appreciation.

4. Vistara India
#FlyTheNewFeeling
Engagement Score: 981

The new aviation brand was able to impressively engage its fast-growing community with the #FlyTheNewFeeling campaign. The brand set up a contest asking fans to answer a set of questions which really got a lot of participants and had them all waiting in anticipation of the winner.

 

In the last week, though the brand used the hashtag only eight times, it was able to get more than 188 @mentions that used the hashtag.

The aviation brand smartly based the campaign on the fact that contests bring in great community participation and in turn great engagement.

5. Flipkart India
#FlipHeart
Engagement Score: 976

Call it cheesy, but Flipkart’s speech on how its customers are its Valentine is one of the cutest Valentine’s campaigns you’re likely to see. On Facebook, the brand received over 90,000 Likes on their 25 posts and an engagement score almost 4 times the Retail Chain industry average. They even added 41,000 new fans in the week which is slightly above the average fan growth rate of the industry.

 

On Twitter, the brand ran a simple micro campaign that invited followers to answer questions with #FromFlipkartWithLove which received more @mentions than the #FlipHeart. The hashtag was used over 8,000 times while #FlipHeart was used only 1,400 times. Their video received over a quarter million views in just a week and is now one of the top 10 videos in their channel. Their subscribers grew at a rate of 3.2 per cent which is more than four times the average growth rate of the industry.

Above just romanticizing the brand-buyer relationship, by putting the face of their actual employees on the video, Flipkart gave the very well done video a human touch. The multi-network campaign gained tons of audience attention and is definitely one of the most innovative Valentine’s Day campaign of the year. In an age when brands are becoming more human than ever, this is a classic example of personification done right.

About the author

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

 

 

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