Brand case study · Energy · Singapore
HEA benchmark: sustainability leads, but referral codes skew the numbers
For HEA, SOMIN benchmarked the social posts of City Energy, Geneco, SP Group and Senoko and detected the topics and personas behind them. Sustainability led, with 47,849 engagements from 56 posts.
The challenge
Normal engagement for 4 Singapore energy brands
Totals mislead when virality or boosting inflates engagement. The study asked where each brand's normal engagement sits, which posts fall outside it and what they are about.
The approach
Box plots, IQR outliers, comment reads and topic detection
- Collected likes, comments and shares on each brand's posts.
- Plotted each brand's normal engagement range and flagged outliers.
- Read comments to explain anomalies such as referral codes and customer-service enquiries.
- Detected topics, personas, relevance, tensions and key messages.
Key findings
Referral codes, Geneco's outliers and sustainability's lead
Referral codes inflate Senoko
Senoko's top Facebook median, 229, comes from a community of referral-code commenters.
Geneco puts resources behind its page
Geneco had the most Facebook outliers, 35, and the widest range, 219 to 5,797, which usually signals paid reach.
Sustainability is the category's topic
The top persona, the Sustainable Community Innovator, drew 33,457 engagements across 34 posts.
What SOMIN delivered
HEA's benchmark of 4 brands, 3 topics and 4 personas
- Facebook and Instagram benchmarks: median, IQR, outliers and range
- Topics led by Sustainability Initiatives in Singapore's Energy Sector
- Personas from Sustainable Community Innovator to Community Impact Advocate
- 3 relevance themes, 4 tensions and each brand's key propositions
“It's important to remember that engagement is just a surface-level metric. High engagement doesn’t always mean better brand recognition or higher profits.”
From the SOMIN engagement study
The outcome
HEA should read energy engagement in context
Contests may lift engagement but not the bottom line; an engaged community can be very powerful. For HEA, engagement centres on sustainability, cost-saving and community content.
FAQ
HEA case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
Which brands were benchmarked for HEA?
City Energy, Geneco, SP Group and Senoko, on Facebook and Instagram, July 2023 to June 2024.
How does SOMIN define normal engagement?
Each brand's median and interquartile range (IQR), where about 50% of posts sit; posts beyond 1.5 times the IQR are outliers.
Why is Senoko so high on Facebook?
Referral-code commenters. On Instagram, without them, its median was 2, the lowest of the 4 brands.
Get the full HEA case study
Every page of the brand briefing: the data, the whitespace, the personas and the creative. Free, straight after a short form.