MARKETING Magazine Asia

Just what are Malaysians watching and researching during CNY?

With Chinese New Year just around the corner, Google Malaysia takes a look at what Malaysians are watching on Youtube as well as what is being searched on during this celebration.
Brands and advertisers may find the following information effective in promoting their products and offerings during this festive season.
During the month of January to February, Google observed that YouTube watch time for CNY related videos was on a year-on-year increase of 250%. It was noted that during Chinese New Year, watch time on YouTube is at its strongest from hours 5 pm to 9 pm.
Brands are advised to take advantage of these ‘golden hours’ to ensure maximum coverage.
Chinese New Year’s online interest begins to accelerate 5 weeks before and during the holiday itself. Brands can use this information to their advantage to intelligently connect on CNY searches.
One of the CNY search campaign suggestions is a countdown to CNY with personalised, mobile-friendly e-cards. Festive seasons are the time where Malaysians are more likely to search for CNY greetings and cards on their mobile devices.
Brands also have the option of partnering with online grocery sites and offerings discounts and cash back for CNY purchases. Google observed that the search for supermarket discounts grew twofold during this period.
It is also key to maintain a brand presence during this period so that brands would be able to cover top slots when searches are done. Creating hype and buzz on CNY related landing pages through food blogs and zodiac charts is also vital.