By Edd K. Usman
Filipino advertisements on YouTube continue to gain substantial online traction, attracting millions of hits as companies eye more sales and widen their reach on the Internet.
This was disclosed by Google Philippines which released its January to June 2017 Youtube Ads Leaderboard on July 28 at its headquarters in Bonifacio Global City.
The top three Filipino commercials on YouTube got a total of 18 million hits, Google said during the event, indicating that digital marketing combined with storytelling makes for viral content.
During the period in review, several advertisements have gone viral, helping companies increase their online awareness and sales.
According to Google, the top ten videos for the first half of the year were the following:
1. #CreateCourage — Rogue One: A Star Wars Story, Globe Telecom;
2. Kaya Niya, Kaya Mo (No. 3 in 2016), McDonald’s Philippines;
3. Nesfruta Buko? Why Not, Coconut!, Nesfruta, Nestle Philippines;
4. Experience out-of-this-world joy with #smoothandchocolatey, Cadbury Dairy Milk, Mondelez International;
5. #NoMoreKapitWiFi with #GlobeAtHomePrepaid Wi-Fi, Globe Telecom;
6. The Boy Who Loves To Study, McDonald’s Philippines;
7. Kwentong Jollibee Valentine Series: Crush, Jollibee;
8. Commute pa More, #FreshPaMore with Kathryn Bernardo!, Rexona Deolotion;
9. Make meaningful connections like never before, Smart Communications; and,
10. Ang Regalo Ni Lolo, Jollibee.
Of the ten commercials on the list, three companies — Globe, Jollibee, and McDonald’s — have two winning commercials each. As of the latest count, the top three commercials have attracted more than 18 million hits, with the first getting 7,259,505 views, the second with 6,074,076 views, and the third with 4,989,248 views.
These top 10 advertisements, which resonated with audiences “through a combination of popularity and promotion,” ranged anywhere from 30 seconds (Nesfruta and Cadbury Dairy Milk) to three minutes and 20 seconds (The Boy Who Loves to Study).
Good storytelling made the difference in the 10 most popular ads on Youtube as compared to last year’s top 10, which Gabby Roxas, country marketing manager of Google, pointed out.
“There was a lot of creative storytelling, like a lot of stories that (tugged) at the heartstrings of consumers. They made us laugh, made as dance and sing along,” he said in an interview, referring to the various storylines of the ads — the courage shared by siblings in Globe Telecoms’ Star Wars-themed commercial, the determination of a poor boy to study by the light of a McDonald’s restaurant, among others.
Moreover, since the top ten commercials ran for an average of two minutes, there were more stories in the advertisements, Roxas added. Last year’s top 10, he recalled there were more songs and jingles that promoted products.
Roxas emphasized that the Youtube Ads Leaderboard in the Philippines is Google’s way of recognizing the hard work of its clients in “pushing creative boundaries.”
“It resonates well because [the ads dealt with] something that we hold dear to ourselves as consumers, ourselves as family members, our family and siblings, and so on and so forth,” the Google executive said.