Ranjani Raghupathi
Aug 19, 2015

Social-media jewels from the luxury industry

Engagement Meter: The luxury industry is one of the verticals that stay poised and classy on social media. Take a look at how brands like Swarovski, Tanishq and Kate Spade New York impressed their digital audience.

Social-media jewels from the luxury industry

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 10 through 16 August.

1. Swarovski Korea
Engagement Score – 997

Swarovski in Korea offered complete professional makeovers to fans. The irresistible offer got the fans to interact with the post, earning the brand hundreds of Likes and Shares.

#여자의_변신은_무죄!Sparkling 주얼리 브랜드 #스와로브스키 와감성 포토그래퍼 #먼지나방 이 함께하는#반전 메이크오버 이벤트 2탄!▼이벤트 응모 방법▼이메일 ([email protected]

Posted by SWAROVSKI on Tuesday, 11 August 2015

2. Kate Spade New York Hong Kong
Engagement Score – 992

This abstract post from Kate Spade attracted over 2,000 Likes. Excited fans commented enquiring where and for how much they could buy the item. By adding more details to the post or by adding a link to its online store, the brand could have encouraged a few sales.

every look can use a smidge of sweetness.為你每一個造型加一點甜。

Posted by kate spade new york on Sunday, 9 August 2015

3. Platinum Day of Love India
Engagement Score – 987

The jewelry brand reminded fans of its trademark product with a beautiful image. The simple post was liked over 20,000 times! Not only did the post perform great for the brand, it was also one of the top performing posts in the industry.

True love etched in Platinum, a dedication till the end of time.

Posted by Platinum Day of Love on Friday, 14 August 2015

4. Address Home India
Engagement Score – 772

For India’s Independence Day, the luxury home décor company sent out its best wishes to fans and tied in the theme of freedom to the brand itself. The post was liked over a thousand times and was one of the top performing holiday wishes in the luxury industry in Asia.

Address Home wishes every Indian a very Happy 69th Independence Day.We believe like all values, freedom begins at home.

Posted by Address Home on Saturday, 15 August 2015

5. Tanishq India
Engagement Score – 531

Though this video was posted on 5 August, it received more than 60 per cent of its views after the 10th. The interesting initiative by Tanishq portrays the story of a couple for whom the real gift wasn’t jewelry, but the feeling the couple shared.

About the author

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



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