Ranjani Raghupathi
Jul 8, 2015

Home appliances and contests: A match made in engagement heaven

Find out how brands like Midea and Kohler used giveaways to attract an audience, in this week's Engagement Meter.


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 appliances industry in the period of 29 June to 5 July.

Brands need to be communicating regularly on social media, and one dependable form of content to get the community buzzing is contests. 

1. Midea Malaysia
Engagement Score – 1,000

Contests shouldn’t just be fun because they come with a prize at the end. They should be challenging and interesting. Midea’s contest fits the bill perfectly. The end result is tough to achieve and also fun to play. This creative post brought the brand a full engagement score and got over 375 fans participating.

It's time to win some exciting prizes again! Cool this home down with the Midea Air Conditioner and Portable Air...

Posted by Midea Malaysia on Wednesday, 1 July 2015

2. Kohler Hong Kong
Engagement Score – 1,000

Kohler got fans involved by talking about its product that was nominated for an award. After liking and sharing the post, fans had to mention their favorite feature and that would mean they stood a chance to win a shower kit from Kohler. This got the brand over 700 Likes, Comments and Shares.

【Technology X Art = Veil】送禮活動Veil是2014年美國工業設計師協會國際設計優秀獎入圍作品,為你帶來舒暢的私人空間。只要細閱下述Veil介紹,並留言揀選你至Like特色,即有機會免費獲贈Kohler送出...

Posted by Kohler Hong Kong on Wednesday, 1 July 2015

3. Eureka Forbes India
Engagement Score – 1,000

Eureka Forbes explicitly asked fans to show their interest in a contest by retweeting the brand's tweet. This got Eureka well over its goal, with 85 RTs. What’s interesting is that this tweet engaged better than the actual contest tweets.

4. Philips Men Korea
Engagement Score – 1,000

Much like its peers, Philips Men in Korea attracted fan participation with a prize. Fans had a chance to win an iced coffee if they filled out a survey. This got the brand over 300 Likes and 120 Shares.

[이벤트] 필립스 페이스북 팬 모여라! 여러분의 소중한 의견을 들려주세요. 설문조사 참여하면 추첨을 통해 30명에게 아이스 커피를 선물합니다. 지금 바로 아래 이미지 Click ↓*기간: ~7/5(일)*당첨자 발표: 7/8(수) *경품: 시원한 아이스 커피 기프티콘 30명

Posted by Philips Men on Tuesday, 30 June 2015

5. Morphy Richards India
Engagement Score – 998

Morphy Richards took a refreshing route and simply reminded fans about the comforting feeling of a good shower. Even though this was one of the simpler posts with no giveaway attached, fans really appreciated the concept and it ended up getting liked over 5,000 times.

A long, warm shower and then off to bed! This bed time ritual really makes for peaceful dreams, on these monsoon nights! http://bit.ly/MorphyRichards_WaterHeater

Posted by Morphy Richards India on Monday, 29 June 2015


About the author

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

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