Ranjani Raghupathi
Mar 10, 2015

Engagement Meter: Wanderlust, food and cool tech dominate

Audi Singapore, Changi Airport and Cathay Pacific land atop this week’s Engagement Meter, curated by Unmetric.

Engagement Meter: Wanderlust, food and cool tech dominate

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 28 February to 6 March.

1. Audi Singapore
Engagement Score: 1,000

Audi launched the third generation TT with a bang on social media. True to all the specs the sports car offers, the tagline for the campaign is 'You dare or you don't'. The larger-than-life video stunt on YouTube gripped more than 80,000 viewers in a week. The campaign gives off a strong sense of what Audi has always stood for and makes the viewer itch to just drive the beauty.

Unmetric's takeaway: Though it’s better to focus efforts and limit a campaign to just a few select social networks and tailor it to suit the medium, spreading the word on all digital properties is always a good way to increase the share of voice of a campaign.



2. Changi Airport
Engagement Score: 1,000

Airports are mostly places where people are just hurrying to or waiting for their flights. In this thoughtful campaign, Changi shows how airports are also a place of welcome, delight and...love. In the videos, montages are beautifully woven together to show how the Singapore airport is a home away from home for many travellers. The well-crafted, emotional video garnered 282,570 views in a week and is now the third most viewed on its channel.

Unmetric's takeaway: Each content piece doesn’t just need to be creative, but also needs to involve the viewer emotionally.


3. Cathay Pacific Airways
Engagement Score: 1,000

Over the years we see that the travel, tourism and hospitality sector has moved away from features to benefits, and now to advertising experience. In this video, Cathay Pacific portrays the experiences of a traveler and has the viewer yearning to pack bags and go travelling. The video post has 129 shares and 10 times as many likes.

Unmetric's takeaway: Features and benefits are over, experience and anything that fuels 'wanderlust' are in.



4. Intel Philippines
Engagement Score: 1,000

Are sports matches better watched at home since you get replays, views from all angles and expert analysis from pundits? FirstV1sion’s wearable shirt wants to make that so and is designed to make the viewing experience even better. At the Mobile World Congress, Intel was one of the brands actively tweeting and engaging in real-time marketing about innovative tech such as the wearable shirt. This gave Intel the highest engagement in March and brought in over 600 favorites and 250 retweets.

Unmetric's takeaway: Real-time marketing isn’t just about live tweeting, but about a live relay of interesting information relevant to your audience and brand offering.


5. Nando's Malaysia
Engagement Score: 1,000

Nando’s made a game out of its new restaurant launch. The brand gave Facebook fans a chance to win a free meal if they filled in the blanks and guessed the correct location. The smart and simple route engaged audiences well above the Restaurant & Café industry average and got the brand more than 5,400 likes!

Unmetric's takeaway: Contests are great; contests that engage the social community are better.



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