The excitement of Hari Raya isn’t just felt in the air – it is also experienced through the festive ads shown amidst the incredible variety of YouTube content that have entertained Malaysians nationwide in the days leading up to the celebration.
Today, we present to you the top 10 Ramadan-Raya Ads on YouTube Malaysia for 2023, presented in alphabetical order. This list showcases the most engaging ads that people choose to watch during this period, and are determined in no particular order by an algorithm that factors in watch time, organic views, paid views, and audience retention. This list was extracted on April 27, 2023 and captures data from March 22 to April 25, 2023.
The brands featured on the leaderboard below stood out the most to viewers thanks to the unique and engaging storytelling found in each ad. With YouTube reaching over 20 million people in Malaysia ages 18 and above, the brands have taken heed to be where it matters – leveraging the platform’s vast reach to be present where their customers are during this festive period.
In fact, according to a survey conducted by Ipsos, 90% of viewers in Malaysia feel that YouTube content tells a good story and 80% of viewers in Malaysia say advertising in YouTube videos makes them more likely to consider a brand/product.
BHPetrol
BSN Malaysia
Iklan Raya BSN 2023 | Salah Siapa?
Bulan Bintang HQ
Bulan Bintang Raya 2023 – Raya Macam Star
Era Foods MY
Etiqa
Etiqa Raya 2023 – Panorama Abah Den
HRD Corp
HRD Corp Raya 2023: Peluang Kedua
Julie’s Biscuits
![Raya 2023 | Kisah Raya P.E.R.I.T | [BM Subs] | Julie's Biscuits](https://www.silvermouse.com.my/wp-content/uploads/2023/05/Raya-2023-Kisah-Raya-P.E.R.I.T-Julies-Biscuits.jpg)
Raya 2023 | Kisah Raya P.E.R.I.T | Julie’s Biscuits
PETRONAS
PETRONAS RAYA 2023: Dilema Irama
Puteri Malaysia
Puteri Raya 2023 – Puteri Mana Yang Hebat | Iklan Ramadan | Hari Raya 2023
SAJI
Iklan Ramadan SAJI 2023 | SABAR
Not only is it important for brands to leverage this period to connect with their customers, it’s crucial that brands build effective YouTube ads that stand out in a sea of messaging. Brands can consider taking inspiration from these ads and past campaigns to build their content by:
- Developing purpose-led ads that celebrate Malaysian values. Petronas highlights the beautiful legacy of traditional Malay music that is increasingly becoming forgotten by the younger generation, with most of them having a preference for trendier, more contemporary music. Saji, meanwhile, centers their story around the importance of Malaysians looking out for one another, regardless of cultural or religious differences, especially in a time like Ramadan.
- Highlighting the beauty of celebrating Raya with loved ones.
- Etiqa highlights the importance of not taking celebrating Raya with your loved ones for granted, as not everyone can do so. Similarly, Julie’s Biscuits espouses the idea that Raya should be celebrated with your family, even if your family may be unconventional to others.
- This is a tried-and-proven message: In 2022, Celcom created a campaign that encourages people to appreciate the Raya festivities and not take them for granted. The campaign proved to be successful, achieving 81% positive brand perception score, outperformed its planned views by 168%, and garnering a higher CTR than the telco benchmark. This ad earned Celcom Winner of Best Storytelling in YouTube Works Malaysia Awards 2022.
- Celebrate relatable festive situations that touch the hearts and funny bones of viewers, with Puteri focusing their story on the typical sibling rivalry in the midst of Raya preparations.
- Highlighting the brand’s product as the hero of the story, but using it to tell a larger story, as demonstrated by Bulan Bintang with a story of a boy trying to meet his neighbor’s beautiful granddaughter during a Raya open house, all while being centered around their apparel.
- Leveraging the festive season as a force for good. In 2021, Maxis tugged at the heartstrings of Malaysians with their message of spreading joy to others through a hilarious but heartwarming first-of-its-kind shoppable Raya film. Partnering with Shopee, Maxis featured brands and products of small businesses through YouTube Shoppable Cards to create an interactive experience for viewers to shop as they watched — driving over 10X daily orders amongst top sellers, an overall 59,000 orders for small businesses within 3 weeks and RM 4.1M in earned media value. This ad even earned the telco Winner of the Best Festive Storytelling category for YouTube Works Malaysia Awards 2021.
In essence, these 10 Ramadan-Raya campaigns understood what it meant to connect with one another and demonstrated it through their respective storytelling that were both meaningful and entertaining, making them more than just ads. We hope you enjoyed them!
