McDonald’s Philippines’ “Kumusta Ka” was named the most popular Philippine ad on YouTube in the first half of 2018, YouTube Philippines announced last August 23.
The one-and-a-half-minute long ad featured the reunion of actors Sharon Cuneta and Gabby Concepcion, one of the most popular love teams in the 1980s and 1990s. As a result of becoming a viral video during Valentine’s season, the ad contributed to an increase in sales for the brand.
“Total sales lifted by 12 percent,” revealed Cholo Perreras, marketing manager of McDonald’s Philippines. “It's enough for us to say that the ad worked.”
“Kumusta Ka” leads the YouTube Ads Leaderboard for the first half of 2018, a list of 10 advertisements that YouTube recognized for their popularity and resonance with the Philippine audience. The ads are ranked based on organic views, paid views, watch time and audience retention.
“The list represents the top 10 ads on YouTube that resonated most with audiences across the country during the first half of the year, and celebrates the brands that performed best among Filipino audiences through a combination of popularity and promotion,” said YouTube Philippines in a statement.
Ads timed for Valentine’s season dominated the list, with half of the leaderboard capitalizing on the occasion. One of these was “Signs,” which was one of the three ads put out by McDonald’s rival Jollibee Philippines for their #KwentongJollibee2018 series and ranked second in the leaderboard. The two other videos in the series also made the leaderboard, taking the fourth and fifth spots.
Similar to McDonald’s, Jollibee experienced “record-breaking sales” in the first semester of 2018. However, Arline Adeva, AVP and head of brand communications, PR and digital marketing for Jollibee Philippines, noted that this wasn’t solely due to the #KwentongJollibee2018 series, but also because of the brand’s various other product campaigns. A fourth Jollibee ad, which featured international YouTube personality Alex Wassabi, also made it to this semester’s leaderboard, placing sixth.
While most of the ads capitalized on the “kilig” factor, which an online Oxford Dictionary defines as “a feeling of exhilaration or elation caused by an exciting or romantic experience,” there were a few that focused on other topics and deviated from the narrative-driven format used by most of the ads. Nestlé Philippines’ “Let’s Eat, Bulilit!,” a promotional campaign for CERELAC, used a different but equally effective factor that placed it in the third spot of the leaderboard.
“We really leveraged on the cuteness of the babies,” said Issang Ceballos, consumer marketing manager of Nestlé Philippines. “As you know, online, what people really look into or search for are cute dogs, cute cats and babies.”
Ceballos also revealed that the ad, as well as the overall campaign for CERELAC, has resulted in “a lot of healthy growth for the brand.” She added that the team has been meeting their targets for the past couple of months.
The infographic above shows the complete leaderboard, as well as each video's number of views as of August 24.
Lorenzo Kyle Subido is a staff writer of Entrepreneur PH