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The brand that I choose is AINAA Beauty. It is a local skincare product. They are active in both Instagram and Facebook. They make an engagement with the consumers by always make “Ask Me” in Instagram, to ask the user about their skin progress. From their feedback, AINNA used it as their testimonial. The social graph that the brand used is that content graph. They always share about the journey of user in using AINAA. They make a programme named “AINAA FANTASI” by helping 5 peoples that have skin problems. From this program, they will share the participant’s progress in FB live, and they will have giveaway to people who join the LIVE session.

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the social media strategy of the world's leading food service retailer, McDonald's. As of 2013,McDonald's had been active on social media and was able to connect with digital-savvy consumers and build customer loyalty. Two major social media platforms that McDonald's used were Twitter and Facebook. Based on customer engagement on these platforms. It used these websites to communicate with customers, keep them engaged with the happenings in the company, and indulge in interesting conversations with them. McDonald's was highly successful in staying connected with its customers through social media. As of 2012, the company had 342,000 followers on Twitter. On Facebook.

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Social Media: Facebook, Instagram
Interest graph
In recent, launched for the tourist of malaysia to submit their pictures in order to win a price of RM 129,000. Need to share your pictures for the photography contest.

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In recent years Nike has demonstrated that it truly understands how to tap in to the mood of the public, while simultaneously fulfilling its wider aim of inspiring people through the power of sport. During COVID19 pandemic they created Social media campaign. The campaign, which was rolled out across Nike’s social media channels specially Instagram, stressed the importance of social distancing during the coronavirus pandemic. Featuring both influencers and members of the public, the campaign was designed to reinforce the notion of togetherness.

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Brand : Huawei
They are promoting these promotion in their sites by engaging or informing  to people that they are having sale on the specific dates. It should be a user graph.

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Social Media: Facebook
Uses Interest Graph

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Mary Kay

Social Media: Instagram, You tube

Social graph: Content

They always share the skin care routine, problem skin, product knowledge (ingredient) and tips to get the good skin.

-allow customer to check their skin using virtual skin analyzer and give free consultation about your skin

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content graph - they post variety videos of car accessories in instagram.  This engangement made car lovers to modify their car in that shop .

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Yes Theory is a Canadian digital media brand built around a YouTube channel featuring Thomas Brag, Matt Dajer, and Ammar Kandil along with two cameramen and a single editor.

With tagline 'Seek Discomfort', their contents usually on experiencing foreign cultures in a fresh and authentic way and consistently radiating positivity in their posts or video to their followers.

They usually come out with a challenge by asking their followers to decide what to do or where to go next.

They are using users engagement (Instagram: 1.2M) and content engagement (YouTube: 6.02M subscriber).

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One of the most interesting social media engagement that I came across is GSC Admin. GSC Admin is known for his/her sassy personality and savage comments on social media platform, but not much about the admin's personal details. It sparks the interests and curiosity of the public when GSC Admin used Instagram stories to hold a Q&A session to answer all sorts of questions from the public.
This allows an interactive engagement from the fans to get to know this mysterious person behind the scene.

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Local clothing brand
Social Media : Instagram

- Allow consumer to tag their products so other people who might be interested can see how it is worn by “normal” people instead of models

- Use points system to reward consumers who post their product on social media like IG/FB (that can be exchanged to discounts)

- Created a personality quiz, result will show clothes that suit consumers the best

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Kiehl’s created an augmented reality filter, customers can interact with the filter to find their perfect cleanser.

During the process, questions like skin type and skin concerns are asked. Users blink for more options and nod their heads to confirm the answers. In the end, Kiehl’s will recommend a suitable cleanser based on users’ answers. This results in a powerful positive brand association.

Kiehl's created this post on Facebook, users can experience this with their smart phones

Have fun!

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Instagram

- (my opinion) MSI get more follower in any ways. One of them are they give the giveaway or lucky draw. If someone want to get it, they need to follow MSI media social and share it. MSI ask top tech reviewers to promote this giveaway event so people who follow those reviewers visit the media social. MSI often make giveaway.

- For Instagram, they send advertising on Insta story first before post on wall.

- For Instagram story, MSI creates poll that ask followers to answer it. Such as which motherboard is better, what giveaways that followers want.

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Lego uses Youtube to publish Christmas ad. (As Figure below)
Engagement: Content

They are also active on Facebook and Instagram, posting pictures from time to time. This attracts people with the same interest to interact under the posts.
Engagement： Interest

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content graph

Social media enggagement:
1.  user can received latest update from sponsored advertisement in facebook. Besides, can use any other online platform such as Lazada or shopee (official store) to get to know any latest product from the brand. Sometimes they give discount for the earliest buyer for a new product.
2. Marketer use feedback from buyer or consumer for their latest product - usually from online platform such as shopee or lazada

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Baba (a gardening company)

-interest graph
Provide a free talk about how to plant flowers or vegetables through Facebook. They also teach the user how to use the fertilizer and the method of taking care of the plant.

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Social media: Instagram, Facebook, YouTube
Engagement: Content
- promoting their scarves by sharing tutorials and posting pictures on different styling for the scarves

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Lazada promotes their 12.12 Grand-Year-End Sales thru Facebook. 

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Lazada promotes their 12.12 Grand-Year-End Sales thru Facebook. 

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User Graph:
Lazada's FB Follower: 30,324,996
This video ads obtained 3.4K likes.

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Contest salary for whole life.
- interest graph
- Allow user who their customer to buy the product and can join the contest. The contest was adv through all media social such as fb for malaysian user.

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Usually engagement with instagram and facebook.

Their mostly use content graph.
By influence their customer with membership card to get discount .

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Social media: Facebook
Content graph, the picture denote the festive mood of Christmas where the wording "Make the year, with Galaxy Tab S7+" giving a message to audience end the year with Galaxy Tab S7+ as a present

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Brand: Uniqlo
Media: Instagram & Facebook
-Transactional driver, People Graph
Uniqlo posts promotional events on their IG stories to attract followers/viewers to participate in their giveaway activity. Once we swipe up to join as instructed, it will lead to their FB and the T&C to stand a chance to win the gift card is shown there. The T&C requires interested participants to like, comment and tag/share to their friends. This is a means of using one person to promote to 3 others.

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Shoppee using youtube to publicity their promotion such as the most recent one is 11.11 and 12.12 promotion

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Mostly use Twitter to engage with audience.

User graph - because their tweet is attracting youngsters; witty, sarcastic, and funny. Keeping up with the trend.

They also use Facebook, Instagram and YouTube occasionally.

Content - They post and respond to customers tweets with fun voice, makes it easy for people to relate to them. They also tweet the photos that are aesthetic to me.

The picture is their pinned tweet.

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Use the input feature from Instagram's Story to ask opinion from instagrammer... Not sure if they really use the inputs, but engagement is there with the car lover.

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HP using social media to promote products and to interact with their customers.
Social Media Platform: Facebook, Twitter, Instagram.
Share diverse content from products to career advices/work skills. All videos and photographs uploaded are professionally and creatively shot.
To target the audience, they used combination of hashtags in their posts. They encourage user interaction over the platform by raising questions in their tweets and with own content using #HP.

Content graph

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GSC
Actively keeping customer engaged even during MCO by using social media like FB. First the FB admin created a trend of using "Hello Cannot" to reply to funny queries. Besides that they are consistently updating cinema/ MCO status with funny reference posts to keep customer coming back to check on the FB.

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They use wheels spin in social media to allow readers to grab discount voucher. It attracted customer to click on the wheels to get the best discount.
They recently use printed cups to decorate the Xmas tree as ornament as a advertisement for upcoming Xmas celebration. Same time, they promoting their cups printing with your own picture.

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Media used: Linkedln
Advantest is an equipment company that sell machine. They will launch any new product in the LinkedIn and engage those people would like to know latest technology on their product. They are more focus on content and interest graph.

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When they launched their fried chicken, they made an enticing ad when a person bites into the chicken piece and used that characteristic crunch as the signature for the ad. They later followed up the said ad with only a picture of a person biting into the chicken piece, and the caption says: "Can you hear the delicious crunch by looking at this picture".
Platform used: Instagram
Social Media engagement is mostly personal and user based.

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NESCAFÉ Malaysia Engagement on Facebook 

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NESCAFÉ Malaysia Engagement on Facebook 

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Brand: NESCAFÉ
Media: Facebook
Social Graph: Interest Graph
Social Media Engagement:  An Interactive Question with Facebook Users

Detail:
This post is asking Facebook users about where restaurant do you go when you want to drink  NESCAFÉ.
It attracts NESCAFÉ lovers to share their  NESCAFÉ experience on Facebook.

Result: 393 likes, 276 comments, 15 Shares

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Burger King – they asked to order from competitor
Content Graph
Facebook

It looks like promoting other brand to support to industry so that people can continue be employed. In fact they earn the reputation & many comments are "supporting" Burger King

This post gain 140k likes, 6.2k comments and 68k of shares while for the other post in their site with averagely 100likes, 50 comments & 30 shares.

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Brand : Hasoob
Laptop services and repair
Engangement in social media : Facebook & Instagram.

They will take photo of happy customers and post them on their wall.

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Brand: Kylie Cosmetics
Media : Snapchat (main), Instagram, Twitter
User graph
Engage thru daily posting of stories, make use of the features from social media including voting polls, ask questions

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Media used : Facebook and Instagram
Content graph. Engage people through post in the form of picture using their own product, which directly or indirectly lead to people comment in their post that boost engagement.

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Social media engagement: Facebook, Instagram, Twitter, TikTok
I think they are using a combination of users, content, and interest. There was one post on Instagram where consumers could stand a chance to win one of their best-selling item (Drops of Youth Concentrate) when they post a video of themselves on TikTok walking in a bold manner using the #TBSBoldWalkChallenge

I think from here, in terms of users, they are interacting with consumers through their social media platform about this challenge, with an "interest" of winning the DOY Concentrate by creating a "content", which is a video of them walking with confidence or bold.

Here is the link:
https://www.instagram.com/p/CFleaOWpnek/?utm_source=ig_web_copy_link

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The product we used to search in Lazada will be almost immediately advertised in Facebook profile. This is where Lazada use the contents we search in their website to marketize similar other product to same user knowing the user having interest to particular product.

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Xiaomi Malaysia is using Facebook to organize a photo contest for all Mi Fans to share their stories. This able to show how their smartphone product to shoot a great picture and video. They also encourage the user to share on their works.

Xiaomi is engaging with consumer by user content by showing the function of their product and allow other people to share their works. With this, the consumer of Xiaomi product is connected with each other and with the brand also.

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Startbucks often using the Instagram to post new products to attract coffee lovers.  

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Startbucks often using the Instagram to post new products to attract coffee lovers.  

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Brand- Amul
Platform - Facebook, Instagram,Twitter
Content Related
This Indian brand is known for creating content related to trending news. If there’s something trending, you will find Amul coming up with creative and pun poster ads.

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Brand: CD PROJEKT RED
Media: Facebook
Interest graph was used.
It interacted with audiences by asking them to play the game and see the ingame Non Player Character.

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In an effort to gain more followers, PCByte offered 20 units of RM10 Steam Codes to current followers who like and share their page as well as tag 3 friends in the comments section. They are utilizing the user graph, leveraging the network of their current follower base to gain more followers.

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Brand: Domino’s

Media: Facebook

- Hashtags (#ZeroContact, #ItsAllAboutYou)

· Domino’s care about consumer’s health which follow current Covid-19 news trend, creating awareness of Covid-19 to consumers and remind them to stay at home. Therefore, Domino's utilize relevant hashtags to increase consumer engagement.

·  By using hashtags to interact with consumers and build relationship within consumers and the brand.

-  Giveaways (Now more for free)

·  Offering gifts and free giveaways are the best ways to drive engagement on your social media handles. Consumers are always excited about rewards and acknowledgement. By sharing giveaway contest on your social media post, it would surely help you to catch more eyes from consumer compared to normal posts.

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Brand:AMD
Media:Youtube
Content Graph

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Muhammad Taufiq Yusuf

Pepsi when wanted to launch their energy drinks in Pakistan they first launched 4 flavors of the drink and since the energy drinks had colors like blue, red, yellow etc. They made 4 teams and started a social media campaign on Facebook to gain votes that which 2 will stay in the market. So ppl started posting their experience and the color teams kept the users engaged to buy and post photos and comments about their favorite flavor.

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PTPTN using WhatsApp now to encourage saving. I believe it's through them analyzing their databases on potential contributors and send direct personalized messages with offers and etc.

Hai Selamat Pagi Mr Andre Chua Rin Seng

Saya Muhammad Hafiz dari PTPTN Pulau Pinang
Perbadanan Tabung Pendidikan Tinggi Nasional (PTPTN) menyambut baik inisiatif yang diberikan oleh Kerajaan kepada pendeposit Skim Simpanan Pendidikan Nasional (SSPN) dalam Belanjawan 2021, iaitu pelepasan cukai sehingga RM8,000 setahun bagi simpanan bersih dalam SSPN dilanjutkan sehingga tahun taksiran 2022. Dan Promosi Cabutan Hadiah Akhir Tahun 2020 kembali lagi. Dengan membuat penambahan simpanan SSPN minimum RM 200 sebelum 31 Disember 2020 dan berpeluang memenangi Hadiah Cabutan Akhir Tahun SSPN 2020 Negeri Pulau Pinang. Hadiah Cabutan adalah seperti berikut :

PERTAMA
SMART TV 50’ (1 UNIT)
KEDUA
TABLET (7 UNIT)
KETIGA
AIR FRYER (7 UNIT)
BILANGAN KESELURUHAN HADIAH NEGERI (PULAU PINANG)
15 UNIT

˃ Min deposit RM 200 (1 cabutan)

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Using Bilibili to attract young people to buy games.
Content graph in bilibili is mainly used.
You will see many types of videos on this platform, especially anime and games.
When you like a video, you can click the "Like" button, and they will recommend you more videos of the same type through big data analysis.
In addition, this is a community, most people like games, you can meet many friends.
So when someone likes this game, you will be recommended more game videos, and your friends will also be recommended.

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GSC using Facebook or Instagrm sharing actively sharing content to promote their merchandise. They have social media admin to response all the user's comments. By doing so their "Hello Cannot" T shirt actually sold out twice.

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McD Ayam Goreng advertisement
The ads is in video use the sensation for the spicy and crunchy through social media and TV. This should be content graph to engage with the consumer to try out.