Ranjani Raghupathi
Aug 25, 2015

Smart brands in the smartphone segment

Use of social media demands brands stay proactive and keep innovating. Here is how Yu India, Samsung Mobiles Malaysia and others from the mobile and handheld industry moved the needle, in this week's Engagement Meter.

When in doubt...free food!
When in doubt...free food!

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 17 to 23 August.

1. One Plus India
Engagement Score – 994

Having tied up with Ola Cabs to give a few lucky riders the chance to win a One Plus Two, the mobile brand in India leveraged the offline event in their online content. The brand shared pictures of a winner and asked followers to Retweet if they wished to win as well. This encouraged over 140 Retweets and 50 Favorites.

2. Xiomi India
Engagement Score – 932

Mi announced the beta launch of its brand new UI which would enable owners of various models of smartphones to receive updates starting Monday. The brand’s tech-savvy followers seemed to be obviously impressed and excited. The tweet received over 100 Retweets and Favorites and was also what performed best for the brand in the week.

3. Samsung Mobile Malaysia
Engagement Score – 923

This post announcing a pair of free pretzels to Samsung Galaxy Users received over 18,000 Likes. Though the post has performed exceedingly well, it confused me a little since it’s not entirely clear where the pretzels will be given out (or even what pretzels had to do with smartphones). However, it looks like a huge group of their fans did understand the post and the tactic worked great for the brand in terms of social engagement.

Enjoy your FREE pair of Auntie Anne’s Specialty Pretzel exclusively with #myGalaxyLife! Offer valid from 25th August till 27th August 2015. www.samsung.com/my/galaxylife

Posted by Samsung Mobile Malaysia on Friday, 21 August 2015

4. Sony Xperia Indonesia
Engagement Score – 694

Sony Indonesia gave contests a unique twist with their Instagram challenge. The brand posted clues to the contest before posting the question itself. The interactive image attracted over 1,100 Favorites. This post is one of the top 10 most engaging Instagram images in the mobile and handhelds industry in Asia.

5. YU India
Engagement Score – 664

YU was another brand that used contests and Instagram to engage their social community. On occasion of World Photography Day, the brand asked fans to share a picture. On Twitter, the hashtag #YUCapture was used over 80 times. As part of contest regulations, the brand asked Twitter followers to follow them on Instagram to participate. Thus the brand gained engagement on Twitter and created a bridge to bring its followers to Instagram.


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



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