Engagement Meter: What works in the home care sector

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 from the home-care industry in the period of 13 through 19 July.

1. Comfort India – Festival Greetings
Engagement Score – 1,000

Time and again we’ve seen simple greetings work great as holiday content. Comfort India’s post for Ramadan got teh brand over 17,000 Likes and the highest engagement in the home-care industry.

2. Tefal Malaysia – Brain Teasers
Engagement Score – 1,000

A simple brain teaser with no mention of a payoff encouraged engagement among Tefal’s community. This proves that audiences are willing to take up an entertaining challenge even if they don’t get any benefit, as long as the content is interesting.

3. Scotch-Brite Singapore - UGC
Engagement Score – 1,000

Scotch-Brite asked fans to share an image of their favorite home-care product from the brand. Though the post received only over 40 comments, this is what performed best for the brand in the week. The creative way of inviting UGC helped the audience win a small prize and the brand won big engagement

4. Ambi Pur India - Giveaways
Engagement Score – 1,000

Ambi Pur did the opposite of Scotch Brite. It gave audiences a chance to win a major prize and asked a simple question. The brand received over 1,700 replies and succeeded in luring its followers' participation, although an argument could be made that people engaged simply to win an iPad rather than having an affinity toward the brand.

If you can tell us how Ambi Pur works, you can be taking home hampers & an iPad Mini. Participate to win! pic.twitter.com/Fbt9U53jIE

— Ambi Pur India (@AmbiPurIndia) July 18, 2015

5. Persil Taiwan - Event
Engagement Score – 999

Persil spoke to parents of young children and talked about how painting enhances children’s thinking skills. The post invited parents with kids to an event scheduled for 1 August. This got the brand over 1,200 Likes.

 

---

About the author

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