Which Chinese New Year ad reigns supreme?

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:

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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