The Unmetric Brand Report: WOMMA Member Campaigns We Love (July 2017)

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Social media has become a competitive space. Brands have to bring their A game consistently to stand out from their competitors. While this is no easy task, social media offers a rich treasure-trove of data that brands can tap into to do better. Here’s a roundup of some of the highlights from WOMMA member brands on Facebook, Twitter and Instagram in May.

Facebook

Most likes on a post - Honda

Honda celebrated their team emerging winners of the Indianapolis 500. The post amassed over 50,000 likes and 2,500 shares.

Honda celebrated their team emerging winners of the Indianapolis 500. The post amassed over 50,000 likes and 2,500 shares.

Most comments on a post – Behr Paint

Behr Paint used the contest format to their advantage and won a lot of engagement. They received more comments than any other member brand post on the following piece of content:

This post is a great lesson in getting the most out of the contest format. Instead of asking people to comment with something generic (such as ‘comment on this picture for a chance to win..’), Behr asked their audience to post their color-related queries. This serves as an excellent opportunity for the brand to exhibit thought-leadership through their responses and hence, bolster their credibility and further, drive sales.

Most engaging - Philips

Philips had the highest average engagement on Facebook last month.

They published 11 posts during this period, which brought in over 20,000 interactions each. This is more than 10 times what other member brands received on average. The brand showed a refreshing variety of different types of content. Most of their posts carried links to their website. Links to compelling content can be a great way to boost traffic to your website (and purchase pages).

While some of their posts let their audience know about their latest products and technological innovations they spearhead, others offered recipes, health tips and more. More than 90% of all their content had paid efforts backing their performance.

Here’s their most engaging post:

Twitter

IBM got the most likes and retweets on a single tweet

IBM ran the following ad on Twitter that clinched the most number of likes and retweets:

The link in the tweet takes you to the IBM website, where you get to see the various solutions they offer, testimonials etc.

Coca-Cola’s tweet was the most replied to

 

Coca-Cola’s followers drove the comment tally up by replying with names they would like to see on Coca-Cola bottles in stores. The brand shared a link to a webpage where users can purchase customized Coke bottles.

Burger King was the most engaging

Burger King received more than thrice the average interactions other WOMMA member brands received. They also had the lead in total interactions.

The QSR brand stuck to their quirky style and won engagement consistently. Check out their most engaging tweet:

 

Under Armour had the best response rate, Weight Watchers replied the fastest

Providing efficient customer service is just as important as putting out engaging content on Twitter. Take a look at how some of the WOMMA member brands performed -

Instagram

Nissan was the most engaging

Nissan got the highest number of likes and comments overall and per post. Take a look at their most engaging post, which got more likes than any other WOMMA member brand post:

 

A post shared by Nissan (@nissan) on

Nissan understands that their audience cannot get enough of GTR pictures. By sourcing user-generated photos from Instagram accounts that enjoy a considerable following among their target audience, they amp up their reach and engagement.

Burger King got the most comments

 

Mac n' Cheetos are back... for now. Get 'em while they're here.

A post shared by Burger King (@burgerking) on

By carefully monitoring industry trends and past performance, brands can benchmark their efforts and strive to take their game a notch higher. Unmetric Analyze simplifies this process by fetching you valuable insights from data.

This excludes a couple of posts by Honda which had an overwhelming volume of spam comments.

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