Ranjani Raghupathi
May 27, 2015

How aviation brands fly high on social media: Engagement Meter

This week we take a look at what KLM Japan, Air Asia India and other air-travel brands did to soar to the top of the Engagement Meter.

How aviation brands fly high on social media: 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 aviation industry in the period of 18 to 24 May.

1. KLM Japan
Engagement Score – 1,000

KLM Japan’s campaign was themed on “Journey of England with Miffy”. This tweet received over 590 favorites and 300 retweets. The short video and the famous cartoon character made it one of the top five most engaging tweets in the aviation industry.


2. Air Mauritius
Engagement Score – 1,000

Air Mauritius kept it simple by inviting followers to describe themselves in three words. Though the brand specified no reward or benefit for the followers, many were eager to participate. The brand only used the hashtag once, but its community caught on and used the hashtag 93 times since.


3. Air Asia India
Engagement Score – 984

Air Asia asked fans to join its Delhi launch celebrations with a selfie. Followers had the opportunity to win free tickets by participating. This tweet received over 70 retweets and replies. By leveraging a trending social phenomenon and putting the spotlight on the user, Air Asia was able to engage its Twitter community eight times better than the aviation industry.


4. Sri Lankan Airlines
Engagement Score – 878

The airline used a bird’s eye view of London to engage its community on Instagram. The stunning picture struck a chord with followers on the image-based social network. This post brought in close to 250 Favorites and gave the brand an engagement score much higher than the industry average.


5. Malaysia Airlines
Engagement Score – 691

In its most recent campaign, Malaysia Airlines brings to light the love story between a couple separated by distance but united by the feeling called “Home”. In a series of interviews, the airline company showcases the connection between the couple and also introduces new daily flights between London and Malaysia. This teaser video received 32,000 views in a week, while the actual eight-minute film has already received more than 232,000 views a few days after being posted.


About the author

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



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