Engagement Meter: Reliance, Magnum, Cadbury top the list

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 12 to 18 December.

1. Reliance Life Insurance
Engagement score: 976

The insurance brand received an engagement score 2.5 times the industry average with its #DoGood campaign. All their posts in the last week put the spotlight on heroes that’ve contributed to society. This post highlighting Kailash Satyarthi’s work earned over 10,000 Likes and 225 Shares and performed the best compared to all other brand posts.

The brand sent out six tweets in the time period analysed but failed to capture the imagination of its followers as it only managed to generate three retweets and the handle actually had negative growth. Perhaps with a little paid promotion Reliance could have seen similar results as it did on Facebook but it just shows how important Facebook is compared to Twitter in India.

2. Magnum Malaysia
Engagement score: 1,000

Unilever’s Magnum brand has been ramping up its marketing efforts across the APAC region, particularly on social media where the brand often tops the engagement charts in various countries. Magnum Malaysia experienced a fan growth rate of 1.1 per cent on Facebook (three times the industry average) following this post. The post contributed to over 80 per cent of all likes the brand received in the week. It was the most liked commented and shared post.

Magnum’s content strategy is image heavy and that’s what performed the best for the brand. The brand leverage similar images on Twitter as well and that brought them great engagement. This tweet that announced the opening of a new store gave the brand over 7K Favorites and 4K Retweets.

3. Cadbury Dairy Milk Malaysia
Engagement score: 1,000

Cadbury’s is another global brand that is leading the engagement race on social media in various APAC companies.The brand celebrated the festive period with exclusive Christmas chocolates. Their community expressed approval and excitement with over 20,000 Likes and 100 Shares. This led the brand to receive an engagement that was almost 6 times that of the food and beverage industry.

The brand had a festive video for the campaign on YouTube and received over 200,000 views in just one week.

4. Absolut India
Engagement score: 997

Tough laws in India mean that alcohol brands need to find other creative ways to market themselves. Many brands sell water bottles, some sell music CDs, one beer brand even tried to launch an airline which didn’t work out too well. Social media has opened new marketing opportunities for alcohol brands in India and on Facebook, Absolut India spoke about the David Guetta concert that it was sponsoring. The brand had a contest running that gave users a chance to win free passes. The campaign gave the brand a growth rate of 0.94% which is triple that of the industry in Asia. In less than a week, the post received over 9,000 Likes and an Engagement score of 1,000.

Absolut used this contest as an opportunity to grow their Twitter follower base. Users were simply asked to follow the brand on Twitter in order to get a chance to win tickets to the concert. Absolut India doesn’t have a YouTube channel, which given its association with various music concerts seems like an opportunity for further branding.

5. Titan Watches India Viral Video
Engagement Score: 442

Titan took mass media and social media by a storm with their progressive advertisement. The video apart from getting over 285,000 views and giving the channel a growth rate of 3.6 per cent, which is more than double the sector average, also gave the brand 2,000 new subscribers.

On Twitter, the brand only had to use the hashtag #herlifeherchoices only 14 times before their social community used it 157 times. On Facebook, the campaign post received an engagement score twice that of the sector average and contributed to over 75 per cent of the Comments and Shares the brand received in the week.

About the author

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