Top 5 Ramadan-Raya YouTube ads from 2021 to spark creativity

Ramadan is just around the corner and brands have either rolled out their campaigns or are gearing up to dazzle consumers with their Raya ads. In an era where brands are competing fiercely for consumer attention, it is important to go beyond just humour to capture eyeballs.

Last year, ads by Tenaga Nasional and Etiqa were among the top five Ramadan-Raya YouTube campaigns last year, according to statistics provided to A+M by Google Malaysia. The algorithm factored in organic and paid views, watch time, and audience retention. Here is the full list:

1. Tenaga Nasional

Published on 8 May 2021, the video has more than 24 million views and 12k likes to date.

2. Etiqa

Etiqa's Raya video was released on 30 April 2021 and garnered over 10 million views and 5k likes to date.

3. Watsons Malaysia

Released on 27 April 2021, Watsons Malaysia's Raya video had more than 7.3 million views and 12k likes to date.

4. MR DIY Official

MR DIY's 2021 Raya video was published on 27 April and received more than 7.3 million views and 6.6k likes to date.

5. Lazada Malaysia

Lazada's Raya video has been viewed more than 6.6 million times and liked 1.1k times to date. It was published on 28 April 2021.

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These films were a hit among consumers because they covered a few themes such as empathy, being human, and collaborating with content creators.

1. Building deeper connections through empathy 

Raja Narula, head of ads marketing, Singapore and Malaysia at Google explained to A+M that TNB's flashy and entertaining MV showed the ambitious lead character running her home business at the expense of not fully being present with her family, but is reminded that family is who’s going to be there when the chips are down, as extended movement control order takes a toll on her business. This served as a timely reminder and a struggle many consumers might be able to relate to as they continue working from home.

Meanwhile, Etiqa chose to tell the story of Hari Raya through a relatable debate couples often find themselves in - whose hometown to visit? According to Raja, this ad playfully sends the message that it doesn't matter where Raya is celebrated, and centres audiences to the why of the celebration - family and togetherness, no matter what shape that may take.

2. Challenging societal norms

MR DIY presented a heartwarming story of a deaf character, Azman, who was bigger than his physical limitations. He was determined to go about doing thoughtful acts of kindness for those around him. According to Raja, what is great about MR DIY's ad was that it showcased the deaf community for their abilities, a narrative that does not get enough representation. At the same time, the brand also reminded consumers that there is much more than can be done to help those in need.

3. Collaborating with content creators

Watsons Malaysia featured well-loved local personalities such as Amy Search, Dolla and Loca B in its star-studded Hari Raya music video. Watsons knows that viewers are more likely to engage when familiar faces are included in its ads.

4. Being human in their messaging

Raja said the team at YouTube saw a lot of brands emphasising giving back to the community and showing empathy through their stories. "When brands use their platform to tell real stories, they can inspire people to think beyond themselves and encourage audiences to do good, just like how MR DIY and Etiqa showed the value in putting others before self and helping others in the community," he explained.

Subtle touches such as showing the brand or product in action in the first five seconds of the video helps with ad recall, yet does not come across as trying too hard to sell a product.

YouTube has also seen that brands that have a conversation with consumers rather than speaking to them get a higher engagement on videos because it is different and exciting.

5. Leveraging on creative levers

With so much content on YouTube, the way brands choose to present their videos can be an important factor in delivering the message well, just like how TNB and Watsons opted for fun songs and MVs.

MARKETING-INTERACTIVE's Content 360 is back for its 10th year! Running from 26 to 27 April 2022, the hybrid conference covers topics including the creator economy, value-based storytelling strategy, consumable content on social, as well as video and community content. Register today to learn, connect and level up with the best content marketers in Asia! 

Photo courtesy: 123RF

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