Wimbledon in Asia: How brands played the game

This list is a curation of a few of the more creative content pieces excluding those from the publishing industry.

Unmetric, a social media intelligence platform focused on brands, uses its analytics platform to uncover the top performing campaigns, content and videos in the APAC region. The company's Engagement Score rates each piece of content from 0-1000 depending on the amount of user interactions, which allows 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 the best in the period of July 6th-12th, 2015.

1. Ralph Lauren Malaysia

Engagement Score – 1,000

Ralph Lauren spoke about the sharp look of celebrities donning their brand. They leveraged these images across social accounts of various geographies.

2. Spaces Home & Beyond

Engagement Score – 999

The home care brand engaged fans with a predicting contest. While the tweet itself garnered only a handful of Favorites and Retweets, it performed great for the brand considering its audience size. What’s interesting is that the brand didn’t even use the hashtag in this tweet but just included it in the tweet image. The brand only had to use the hashtag 6 times before it got used over 350 times by their followers.

Predict before today’s 'Girls Single's quaterfinal, who is going to to win! Winners get a Wimbledon towel! pic.twitter.com/3q7zlajYbl

— Spaces HnB (@SpacesHnB) July 9, 2015

3. Mandarin Oriental Singapore

Engagement Score – 345

The hospitality chain reminded travelers to stay at their London property when in town for Wimbledon.

4. Air India

Engagement Score – 326

Air India congratulated the women’s doubles winners in a tweet. The tweet which tagged both the winning ladies garnered nearly 30 Retweets and 24 Favorites.

Congrats @MirzaSania @mhingis for winning the Wimbledon doubles title! #ProudOfYou #Sania pic.twitter.com/3unpiIBGEl

— Air India (@airindiain) July 12, 2015

5. Paytm India

Engagement Score – 154

Paytm was one of the many brands to include product talk in the Wimbledon conversation. Paytm simply reminded fans to recharge their DTH service for uninterrupted viewing of the match.

 

About the author

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