Manly ambassadors and freebies: What worked on social for alcohol brands

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 alcohol sector during the period from 1 to 7 June.

1. Johnnie Walker India
Engagement Score – 1,000

With Father’s Day fast approaching, Johnnie Walker just began its campaign for the event in India, roping in Bollywood actor John Abraham and asking fans to share stories of how their Dads stood by them. The best story will win a special experience—a date with Dad. The video has been viewed more than 2,000 times in a week.

 

Watch how @TheJohnAbraham's dad stood by him when he switched careers. http://t.co/BRoQQCqXkw #DateWithDad https://t.co/s63QkjouVb

— Johnnie Walker India (@JohnnieWalkerIn) June 1, 2015

 

2. Strongbow Hong Kong
Engagement Score – 1,000

Strongbow gave fans the chance to win bottles of its soon-to-be-launched beverage if they could guess the new flavour. With the image clue and tempting giveaway, the brand was garnered a number of likes and scored one of the top 10 Facebook posts in the industry.

 

3. Hardy’s Wines India
Engagement Score – 1,000

Glen McGrath, the brand ambassador for Hardy’s Wines India was in the country last week, so the brand showcased his journey on Facebook and made a whole campaign out of it. This post received more than 1,200 Likes and performed fantastically for the brand as well as the nascent wine industry in the country.

 

4. The Famous Grouse Taiwan
Engagement Score – 1,000

On its Taiwan page, the famous Scottish whiskey brand offered a free backpack for a limited time with purchases. The image and the description of the bag combined got the brand more than 2,500 Likes and the best engagement for the brand in the week.

 

5. Asahi Beer Japan
Engagement Score – 996

Asahi beer spoke about its Wilkinson tonic in this tweet. The company put the spotlight on the product itself with the professional image and got more than 500 Retweets and Favorites.

ローソン限定で『アサヒウィルキンソン トニック+ウオッカ』が新登場！ ウィルキンソンブランドならではの強めの炭酸で、すっきりとした苦味と、爽やかな甘み・酸味のバランスをお楽しみいただけます！是非今日の乾杯にお試しくださいっ！ pic.twitter.com/pGFdcqvDs8

— アサヒビール ASAHIBEER (@asahibeer_jp) June 2, 2015

 

About the author

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