Which Chinese New Year ad reigns supreme?

February 19, 2018

Lee Kum Kee Chinese New Year commercial takes the throne for most interactions 
Leading up to Chinese New Year each year, it is common to find brands jumping on the bandwagon to bask in the New Year festivities. This year, brands in Malaysia launched a slew of social media campaigns to give Malaysians a taste of the celebrations.
With so many Chinese New Year campaigns out there, which one reigns supreme?
Socialbakers, the world’s leading Social Media analytics provider, analysed the campaigns rolled out by five brands – Mudah.my, Mercedes-Benz, Traveloka, Pensonic and Lee Kum Kee – to see which campaign video Malaysians loved the most this year.

Lee Kum Kee leads the pack with a whopping total of 32,245 interactions, far beyond Traveloka at 12,445, Mercedes-Benz at 3,758 and Mudah.my at 2,577. Pensonic came in fifth with 2,066 interactions.
Lee Kum Kee’s Chinese New Year ad here: 

While the number of likes garnered by each brand corresponded to the volume of interactions they received, an interesting finding emerged when observing the analysis of ‘love’ reactions.
Looking purely at the ‘love’ reactions each brand received, it was found that Traveloka received more ‘love’ from fans than Lee Kum Kee – with the former reeling in 22 more ‘love’ reactions. Traveloka was also one of the two brands who did not receive any ‘anger’ reaction – the other being Pensonic.

Traveloka’s Chinese New Year ad here:


The APPIES Malaysia Marketing Awards 2019 open for submission!

APPIES is an annual festival of the best marketing ideas in Malaysia and Asia. Only outstanding campaigns that have unique marketing success stories will go on to ultimately win the APPIES Gold or Silver Medals.

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