MANILA – NIDO Fortigrow’s Mother’s Day campaign titled Different Times, Same Love ranked number one in the YouTube Ads Leaderboard for the first half of 2015, while BEAR BRAND Powdered Milk Drink’s catchy Micronutrient Deficiency (MND) Edutainment digital short and NESTLÉ CHUCKIE’s heart-tugging Always a Buddy television commercial (TVC) earned the top second and third spots, respectively, for the second half of 2015.
The YouTube Ads Leaderboard celebrates the Top 10 ads on YouTube that resonated most with online audiences across the country for the first and second half of the year. To be part of the Top 10, the video material should have a strong performance in a combination of popularity (organic) and promotion (paid) results.
Nestlé Philippines Director of Communication & Marketing Services Paolo Mercado said Google and YouTube play an important role in getting the Nestlé brand stories seen by an ever increasing audience. “We want to accelerate our visibility and presence on digital and social media. But we know that simply putting on our 30 second television commercials are not enough to gain earned audience traction. We need to work harder, with content that connects, while still ensuring our brand messages cut through with our audience,” Mr. Mercado said.
To date, the NIDO Fortigrow TVC, which pays tribute to the amazing ways mothers express their love for their children, remains the most watched Nestlé Philippines video on YouTube with over 10 million views and counting.
BEAR BRAND Powdered Milk Drink’s “Micronutrient Deficiency Edutainment,” which now has over three million views on YouTube alone, has helped drive online searches for Micronutrient Deficiency, with searches increasing by 34.7%. With its catchy jingle, the video spawned 70 video parodies, the most famous of which are a K-Pop version and a Beyoncé version, which both became viral. The video parodies alone generated over 2 million views, while more than a hundred photo memes added earned media to the campaign. Most importantly, the campaign continues to create nationwide awareness for Micronutrient Deficiency.
Aired on TV and posted on social media, the NESTLÉ CHUCKIE “Always a Buddy” TVC recorded almost four million views, with four times higher organic views than YouTube industry standards. There were 200,000 plus interactions recorded on Facebook, and the brand also trended organically on Twitter when the TVC first aired. Moms uploaded photos and videos of themselves with their children, using the brand’s hashtag, #AlwaysABuddy.
NESTLÉ CHUCKIE’s heartwarming video, Always a Buddy, highlights the devotion of a mother to fueling her son’s interests through creativity and imagination, along the way creating memories for the son to cherish as he grows up. The mother-son duo explores the world of dragons, superheroes, and astronauts with NESTLÉ CHUCKIE in hand.
According to Nestlé Philippines Vice President and Creative Services Head Jayel Ladioray, all three 2015 Ads Leaderboard winners from Nestlé relied heavily on the power of insight and storytelling, using non-celebrity talents. “Whether the objective is to entertain, educate or inspire, it all boils down to how creatively you spin the story of the brand to make it not just advertising, but content that people would want to share and to view over and over again.”
The winning videos are available for viewing at https://www.youtube.com/user/NestléPH).
In photo (L-R) are Country Head of Google Philippines Kenneth Lingan, MRM Associate Creative Director JC Javellana, Digital Champion for BEAR BRAND PMD Ray Pine, Nestlé Philippines Creative Services Head Jayel Ladioray, Dairy Health and Nutrition Solutions Category Marketing Manager Team Lead Willy de Ocampo, and YouTube Product Marketing Manager Michelle Molas.