Kuala Lumpur, Malaysia– As Malaysians celebrate the end of the holy month of Ramadan last 13 May, brands of various industries have launched each of their unique campaigns to come in solidarity with Muslims in Malaysia, and commemorate Hari Raya.
YouTube in Malaysia has just launched the year’s top 10 Ramadan-Raya ads that have touched the hearts of many viewers, where the list was based on factors such as organic and paid views, watch time, and audience retention.
1. Tenaga Nasional Berhad:TNB Raya 2021: Hikmah Raya Aida
For this year’s Raya, Malaysia’s electric utility giant Tenaga Nasional Berhad (TNB) released a quirky short film, featuring the brand’s well-loved character, Aida, who came to realize that ‘family time’ is the most important treasure in life.
2. Etiqa:Etiqa 2021 Raya – Balik Tanjung Mana?
Through a married couple-themed ad, insurance and takaful business firm Etiqa in the country reminded its viewers of the value of ‘togetherness’ this Raya.
3. Watsons Malaysia: Watsons Raya 2021 #RayaUnikRayaIkonik
In a musical short film, health and beauty retailer Watsons in Malaysia introduced the unique family of Ayda Jebat and Nabil, embracing each other’s differences to have an iconic, unforgettable Aidilfitri.
4. MR DIY:Iklan Raya MR.DIY 2021: Kerana Azman
Household products retailer MR DIY inspired viewers with a heart-warming campaign that highlights ‘self-worth’.
5. Lazada Malaysia:Lazada Ada Sentuhan Raya 5.5
In line with e-commerce platform Lazada’s 5.5 Sale, the app released some amazing deals and ‘lowest price guaranteed’ promise for its customers.
6. Petronas:PETRONAS RAYA 2021: Syukur Raya
Narrated by a singing dove, the short animated film by the country’s oil and gas company Petronas Malaysia presented a fun and cheeky story of compassion.
7. RHB Group: RHB Group Raya 2021: Sempurna
Malaysian financial service company RHB Group showed its support to the deaf community through a Raya ad that tells the true story of a girl, who shares videos of herself performing sign language song covers, despite suffering from a hearing disability.
8. Saji Malaysia: Iklan Raya SAJI 2021: Mangkuk Tingkat Mak Teh
Cooking oil brand Saji celebrated Ramadan through a heart-rending campaign, highlighting a wife’s longingness for her husband.
9. Julie’s Biscuits: Ini Iklan Raya, tau?!
Through a comic yet meaningful campaign, biscuit brand Julie’s Biscuits made use of typical Raya ad scenarios to encourage its consumers to show more appreciation towards women.
10. Shopee Malaysia:2021 5.5 Raya TVC
In a 15-second sing and dance video, Shopee in Malaysia introduced its Ramadan and 5.5 Sale which offered shoppers free shipping with no minimum spend.
Manila, Philippines – Top technology-related unboxing and review YouTube channels in the Philippines are seen to be able to earn a YouTuber on average ₱522K per month, new statistics from e-commerce aggregator iPrice.
Individual tech vloggers Unbox Diaries and Mary Bautista earn ₱522K and ₱351K per month respectively, despite the fact that Unbox Diaries has fewer subscribers (1.25M) than Bautista (1.42M).
Meanwhile, tech blogs like YugaTech and GadgetMatch earn less compared to individual creators, as these competitor sites earned ₱119K and ₱65K per month respectively. However, this is best supported by the smaller subscriber size they have, as YugaTech has only 453K subscribers, while GadgetMatch has 631K subscribers.
Moreover, individual vloggers like Liz Tech and Poy Reviews are both estimated to earn above ₱100K a month, which are more than the estimated amount of authoritative blogs with Youtube reviews like Unbox PH (₱52K/month) and Manila Shaker (₱17K/month).
“iPrice hypothesizes that consumers like watching content that is more personal and relatable. Thus, this is why individual vloggers that review in Filipino seem to have an affinity with the country’s market,” the company said in a press statement.
Despite the high earnings these YouTubers get, new regulations by YouTube may change their earnings, as the company announced that any amount earned from US viewers through Youtube Premium, ad views, Super Chat, Super Stickers, and Channel membership will now be taxable. Creators may be taxable up to 24% of their total earnings if they aren’t able to submit their tax information to AdSense before May 31, 2021.
“That said, Filipino tech vloggers may not be as affected, especially for the individuals that review in the Filipino language. However, this doesn’t discount their Filipino-American audience. With this new rule in place, we will have to wait and see how much this will affect the country’s tech vloggers,” the company added.
The survey was conducted with manual shortlisting done by Nox Influncer, and data is collected based on the channel’s analytics shown on the metric platform SocialBlade. Rates are determined based on a low click-per-minute (CPM) value ($0.25 USD) and a high CPM value ($4.00 USD), numbers that were found to be common from their partners, and multiply them by the number of views the channel gets per day.
Hong Kong – Hong Kong internet users spent on average almost a whole hour more online each day in 2020 compared to the previous year, a new report from creative agency We Are Social and social media management Hootsuite shows.
According to the report, time spent on the internet daily has increased from 6 hours and 16 minutes a year ago to 7 hours and 15 minutes today, following a year of COVID-19 related lockdowns, which curtailed many normal activities. This means Hong Kong’s internet users devote over a day more per month to being online versus a year ago.
In terms of demographics, users aged 16-64 spend an average of an hour and 57 minutes a day on social media, making it the second most popular online activity for Hong Kongers after watching television. YouTube, WhatsApp, and Facebook are the most used networks but Snapchat is growing in popularity as parent company Snap reports its advertising reach in Hong Kong rose by 13% over the previous quarter.
Of the same demographic, social media is mostly used for brand research with 44% of internet users, higher than for most countries, while 34% use voice commands in searches.
The increase in time on the internet also shone a light on ad spend which the report revealed is in tandem with such leap. A year-on-year increase of 7% was seen in the amount brands spent on advertising on social media against a 4% rise in overall digital ad spend for 2020.
Malaysia – Gong xi fa cai! With Chinese New Year a monumental celebration across Asia, brands didn’t waste a second making the most out of the festive holiday, pulling out the theme to showcase each of their creative advertisements.
In Malaysia, brands across all industries flexed their red-accented and gilded films on YouTube to ring in the year of the Metal Ox, and the platform has just revealed the CNY ads that made it to its top 10 this year.
The ads were chosen not only based on views but also watch time and audience retention. Take a look at the list, arranged in alphabetical order.
1. Celcom Axiata: Double Your Joy with Any 2 Phones @ RM188
In a simple but graphically endearing ad, telecom Celcom Axiata drew in Malaysian viewers not just with its creatives but with an attractive offer letting customers nab 2 phones at RM188, from a slew of mobile models such as Huawei, Vivo, and Realme.
2. Daikin Malaysia: Daikin CNY 2021: The Extraordinary Family GO
Air condition manufacturer, Daikin Malaysia, stresses the importance of family this CNY through a comedic short film, bringing the message through the all-too-familiar and anxious scenario of a guy’s courtship to a girl’s parents.
3. McDonald’s Malaysia: Golden Prosperity Burger
Global fast-food brand McDonald’s is known for regularly sprucing up its food offerings to align with current cultural celebrations, and this CNY, it offered Malaysian customers a special ‘Golden Prosperity Burger’ to add to their momentum of festivities.
4. NESCAFÉ Malaysia: Happy New 牛 Year ~ NESCAFÉ
With a straightforward sing and dance video, NESCAFÉ in Malaysia delivered its greetings by partnering with famous personalities and performers Pong Pong, Jestinna, DJ Perry Kuan, and Ariff Bahran.
5. Shopee Malaysia: Shopee CNY Sale is Happening Now!
With a quirky and cheery acoustic performance, Shopee in Malaysia released its share of the 2.2 sale ad, which offered eight-themed marketing deals such as its daily RM8,888 Shopee Fortune Box, and daily 88% Off Vouchers.
6. Tenaga Nasional: TNB CNY 2021 – Nian-tastic New Start
Still within the message of family and togetherness, electricity giant Tenaga Nasional goes all the way back to give audiences a piece of the origins of the celebration.
7. Tesco Malaysia: The TESCO ONG Medley 2021
Through a jovial medley, grocery chain Tesco in Malaysia reminded how through its range of fresh produce and food products, customers can achieve a fruitful celebration this CNY.
8. Vivo Malaysia:Vivo CNY Huat Cow Cow 2021
With a brief 15-second but upbeat music clip, Vivo Malaysia invited viewers to learn how to Huat Cow Cow, or how to bring in ‘maximum prosperity’.
Much like others in this list, health and beauty retailer Watsons in the country made use of a musical short film, featuring a star-studded cast including Summer Grace, Danny Ahboy, and Jenn Chia among many others.
10. Yakult Malaysia: YAKULT新年2021 ‘Miles apart, but close at heart’
Even before the pandemic struck, family members are forced to spend time apart for a number of reasons such as those that choose to work away from their hometowns for better opportunities. In a touching short film, Yakult Malaysia showed that there are still ways for families to send love albeit from a distance this CNY.
Seoul, South Korea – As many companies have endured a great deal in the mid of the global pandemic, Asian Boss has announced a fundraising via GoFundMe in an effort to save the company, which has been hugely affected by the COVID-19 pandemic.
The South Korea-based media company runs a YouTube channel of the same name and covers local stories around Asia that are deemed to be of human interest. Their video format centers on the importance of every person’s opinion in regards to current affairs.
In a YouTube video uploaded on its official YouTube channel, Stephen Park, the startup’s CEO and co-founder, stated that due to the COVID-19 pandemic, Asian Boss needed to move out of their office in Seoul and cease operations brought by lack of funds.
“We were recently informed that our investors themselves went bankrupt and as a result, we’re just months away from running out of cash. We were already a small team, but we just had to make a tough decision of letting go 40% of our employees. At this rate, we’re going to have to stop all of our overseas productions as well,” Park stated.
Asian Boss has overseas correspondents in Japan, the Philippines, China, India, Thailand, and Indonesia, which cover domestic current issues in the respective countries, gathering public opinion from locals. Examples include interviewing Filipinos regarding the shutdown of the country’s major media network ABS-CBN.
He also stated that his fundraiser ‘appeal’ is to continue his vision of Asian Boss as a global community that can transform the mainstream media.
“What we need is a community. A movement. The type of movement that can fundamentally transform mainstream media to bring people together. The type of movement that can fundamentally transform mainstream media to bring people together. If you can help fund our operation, we’ll in return continue to create great content and make a bigger impact on people’s lives,” Park added, as the funds that will be collected will be used to extend the company rate by the end of this year.
As of this writing, Asian Boss has raised US$628,445 out of their target US$700,000.
Manila, Philippines – YouTube is a lot of things for people, and one of them is being a haven for fandom – both towards beloved brands as well as favorite artists and TV personalities; which is why when advertisements house both of these, viewers flock to YouTube and murder the play button.
As the new year ushered in, YouTube has rounded up its top ads for each month in 2020 to bring a full-year review of the brands and ads that captured Filipino viewers’ attention the most.
Top favorites came out to be ads that not only advertise but also offer short, entertaining narratives. Those that also delivered a music-video-like ad alongside original music also topped monthly reviews. Meanwhile, an e-commerce brand proved its marketing’s strong traction, coming out three times as a top ad this year.
January: Andok’s’ ‘Ang Chibok ng Puso ni Piolo’
Long-running chicken restaurant in the Philippines Andok’s raked in million views for its ad called ‘Ang Chibok ng Puso ni Piolo’ at the beginning of the year, which means ‘the beat of the heart of Piolo’. Aside from the fact that the ad featured Filipino veteran actor Piolo Pascual, the short film also tickled viewers’ hearts as the story gives off the classic childhood romance narrative.
February: CIMB Bank Philippines‘ ‘One Shot at Love’
The Filipino unit of Malaysia’s CIMB Bank was the top YouTube ad in February with its short feature ‘One Shot at Love’. Just like its predecessor, the ad also spoke to the hopeless romantics, delivering a quick love story birthed from an interaction on a dating app. The bank brought home the message of ‘saving’ by saying “Love never announces its arrival. Be prepared for it.”
March: Lazada’s 8th Birthday Sale ad in the Philippines
One of the top e-commerce platforms in Southeast Asia, Lazada, celebrated its 8th year in March and for its Philippine communications, it featured one of its endorsers, famous Filipino YouTuber, and fashion personality Mimiyuuuh. The ad gave its own rendition of the ‘Happy Birthday’ song.
April: Suzuki’s all-new Suzuki S-Presso
April’s top YouTube ad in the Philippines is the showcase of Suzuki Auto Philippines’ new car model, S-Presso. Without any extravagant gimmicks, the ad comprehensively gave a blow-by-blow of the model’s parts and features. With the lockdown in place, more and more car brands are moving digital-first in their model launches.
Children’s milk brand Lactum 3 & 6 made many hearts a tender with its special ad for Mother’s Day. Showcasing a montage of mothers, the ad featured moms from different parts of the Philippines with a voice-over of a little girl, baring a message of thanks. The ad also showed a lot of scenes of mothers connecting to their children through a video call implying the heights of the pandemic.
June: Smart Communications‘ ‘The Captain has landed ahead of time!‘
In June, telco Smart Communications surprised fans when it revealed that its newest endorser is Crash Landing On You star Hyun-Bin, who played Captain Ri in the romantic Netflix series that gained huge popularity in Asia. The ad’s title refers to the telco’s sneaky marketing move, releasing the ad ahead of the date it earlier set. The Korean actor’s ad was later followed by an endorsement from its female co-star Son Ye-Jin.
July: OPPO Philippines’ #LiveAllOut
OPPO Philippines released its newest model in July, Oppo A92, through a modern and vibrant music video called ‘Live All Out’, performed by famous comedic YouTuber Alex Gonzaga and Filipino rapper Matthaios. Throughout the video’s run, the model’s specifications are showed one by one. The ad also brings the message of how the OPPO model can help one live his or her life to the fullest.
August: Samsung’s AirDresser
Although more muted from its counterparts, ads of good and innovative products continue to pique the interest of Filipino viewers. For the month of August, the top ad was Samsung’s AirDresser, a timely product in the mid of the pandemic, having a built-in jet steam which is said to eliminate virus caught by clothes’ fabrics. The ad was a brief 15-seconder, but nonetheless attracted a huge number of viewers.
September: Lazada Philippines’ ad for its 9.9 Big Brands Sale
For the second time, e-commerce Lazada entered YouTube’s top ads, and this time, it’s for their 9.9 sale. Together with its main endorser, actress Kathryn Bernardo, the ad also featured Mimiyuuuh and broadcast personality Sam YG. It was a quick spot, reminding shoppers of the sale’s main perks on the platform.
October: Safeguard’s ‘HUGAS NA RIN ‘YAN’
Another rapper hooked Filipino viewers on YouTube. P&G’s soap brand Safeguard in the Philippines flexed its creativity muscles by whipping up a rap song called ‘Hugas na rin yan’, which means ‘It’s already washed’. The song was performed by rapper Gloc-9 and a personified ‘germ’ dubbed as Fred D’ Germ. The fierce, upbeat music was accompanied by stark cartoons.
November: Lazada’s 11.11 sale
Following Lazada’s big announcement of Korean superstar Lee Min Ho as its first region-wide ambassador, localized ads in different markets have been rolled out meshing together the regional endorser and the local ambassadors. In the Philippines, that ad became a hit, which is a third time for the brand belonging to YouTube’s top ads.
Being a sentimental time for everyone, Christmas is one of the best times for brands to reach out to their audiences, and Pepsi Philippines’ Christmas ad ‘Pepsi Loves Christmas’ had been able to do it right, with it being YouTube’s top ad for the month. Similarly headlined by actress Kathryn Bernardo, the Pepsi ad gathered different personalities from music, social media, and sports. Showed as one big group of friends on a video call, the personalities went on with usual Christmas traditions, inspiring with a message that despite celebrating from a distance, people can “still love Christmas.”
YouTube said in a press statement, “These 12 ads showed brand resilience and relevance, the power of storytelling, and the new realities of life as a result of the pandemic.”
Winners of YouTube’s ads leaderboard are determined by factors such as watch time, organic views, and audience retention.
Kuala Lumpur, Malaysia – The Malaysian arm of streaming platform giant YouTube is hosting the Pesta Game 2021, a first ‘Hari Sukan’ or sport’s day hosted within a virtual platform.
The event is a direct inspiration from last year’s status of the online gaming community, as the YouTube gaming community has garnered over 100 billion watch time hours clocked across a whopping 40 million active gaming channels worldwide.
Players will come from Malaysia’s YouTube top content creators and with participation from the YouTube audience, and will be supported by partnerships with esports portal MyGameOn and video game entertainment site IGN Southeast Asia. The event will feature games, including puzzle game ‘Keep Talking, Nobody Explodes’, multiplayer royale games ‘Valorant’ and ‘PlayerUnknown’s Battlegrounds (PUBG)’, and soccer video game FIFA 2021.
“Gaming has always been an important part of the Malaysian YouTube community, and there’s certainly no better time to game than the present. Pesta Game allows us to get together safely from the comfort of our homes and be immersively entertained by countless gaming live streams featuring Malaysia’s favorite Creators on YouTube across mobile devices, desktops, and connected TVs,” said Ben Jern, head of YouTube Malaysia.
The event also sees a partnership with fast-food chain KFC and with Samsung A51 | A71.
“We are thrilled to be part of an event that celebrates the community of e-sports talents we have in Malaysia, while supporting the importance of gaming as a sport. We are committed to making an awesome gaming experience accessible while ensuring seamless connectivity and performance through the Galaxy A series, and with events such as this, can meaningful innovation be realized,” Edward Han, president of Samsung Malaysia Electronics commented.
A spokesperson for KFC said, “KFC is excited to partner with Google for Malaysia’s 1st virtual ‘Hari Sukan’. As the nation’s favorite fried chicken, KFC is happy to level up Pesta Game with freshly made and delicious KFC – perfect for this innovative, vibrant and energetic event! With all the happenings around the country, Pesta Game presents a perfect outlet for YouTube creators and audience to have fun, enjoy great food, and simultaneously connect with each other virtually and safely.”
The Pesta Games will be livestreamed January 30th and 31st and in Bahasa Malaysia across some of Malaysia’s biggest YouTube channels, from Media Prima’s Drama Sangat, NTV7, TV3, and TV9 channels, to individual channels of creators participating in the games: Athisha Khan, Dumpling Soda, Fuzz Channel, Isaac Osman, Syedot ASMR, and Wiser MY.
Manila, Philippines – Digital bank CIMB in the Philippines has recently posted a new Christmas-themed video advertisement, focusing on the theme of family breadwinners.
Aptly titled “Breadwinner”, the video centers between an interaction of a mother and her “breadwinner” son. The mother opens up the conversation, asking the son as to when his 13th month pay will arrive, as it will be used to spend on Christmas essentials.
However, the question was responded with silence, as the “breadwinner” son refuses to open up to her mother on what’s bothering him. Finally, after a long silence, the son breaks up and says that he was removed from the job, and that the plans for Christmas won’t be feasible anymore.
Her mother breaks a smile, and leaves for a minute. When she returned, she showed the bank’s app and saying “Nakapagtabi ako” (I have saved some).
The video concludes with the mother and son enjoying time together by dancing, and with a message: “This year has been a challenge like we’ve never seen before, but we will rise and get through this together”.
The “Breadwinner” video advertisement is produced by GIGIL, a local-based advertising agency.
India – To promote local businesses in the middle of the country’s annual festival of lights Diwali, Mondelez India launches a hyper-localized ad campaign that will encourage local promotion of local retailers across India.
The ad campaign leverages artificial intelligence to promote geo-targeted visibility of more than 1800 participating local retailers, across over 260 pin codes in the country.
Initially, the video ad campaign depicts an Indian family rejoicing in the festivity of Diwali, while highlighting the gifts being given are from local businesses. The video campaign ends with the message “When all of us support our local stores, all of us can have a Happy Diwali.” Custom video ads are also produced for certain areas to promote local businesses.
“Throughout festivities exchanging gifts and sweets holds a significant emotional value and embarks the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity,” commented Anil Viswanathan, Senior Director – Marketing (Chocolates), Insights and Analytics, Mondelez India.
Context video for the hyper-localized ad campaign.
The campaign will run until the 15th of November, a day after the initial observance of Diwali.
Sydney, Australia – To promote an increased patronization of local seafood consumption, the nation’s body for seafood industry representation Seafood Industry Australia (SIA) has launched a nation-wide campaign to help the nation’s seafood industry recovery and survival.
The campaign, titled “Great Australian Seafood, Easy As,” is focused primarily on the pilot TV commercial release of the campaign, which depicts a man encouraging Australian consumers to change perspective on seafood, as there are more culinary possibilities in preparing seafood. The campaign will span 12 months and will be aired across various platforms, including regional and metro TV, streaming platforms, and out-of-home (OOH) advertising.
An additional campaign, called Great Australian Seafood, is the seafood body’s newest flagship brand, which will include the launch of the new brand identity including logo and name, consumer-facing website, and social media platforms
For SIA media and communications managerJessica McInerney, the recent campaign aims to raise awareness among Australian consumers about how easy seafood preparation is, and how diverse the choices are.
“The campaign has been structured to influence and inspire consumers to add more Australian seafood into their diets. We want to break the mindset of consumers thinking cooking seafood is hard to cook, by reminding them it’s actually ‘Easy As’, McInerney stated.
She added, “Consumer support for domestic produce is high in the wake of coronavirus, and behavior is shifting to prioritize locally grown and made products. There has never been a more timely opportunity for us to launch our consumer brand campaign and we are excited to join consumers as they reevaluate their purchasing routines and where Australian seafood is positioned in their minds.”
The campaign, which has garnered support from the Australian government, will extend help to everything under the local seafood sector, from fishers, processors, and the food services sector.
“It’s been an incredibly tough year for Australia’s seafood sector and they need our support. The seafood industry was the first and worst hit when export markets virtually shut down overnight at the start of the COVID-19 pandemic. Fortunately, every Australian can play a role in helping our fishers, and it’s as simple as eating some Aussie seafood. That’s a win-win for all of us,” said Assistant Minister for Forestry and Fisheries Jonno Duniam.
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