During the Covid-19 period, more people are consuming online content than ever before. Including the number of new creators and the number of hours uploading content on Youtube has increased by 80%, resulting in more than 1 million creator followers through the platform, more than 650 channels. The financial aspect had the highest growth.
Mr. Mike Jittiwanich, Head of Marketing, Google Thailand, revealed that the viewing behavior of video content on Youtube has increased by more than 80%. (Comparison of April 63 – April 64) divided into
- Watch a finance video increased by more than 100%
- Watch karaoke videos 70%
- Watch agriculture videos 50%
- Watch exercise videos 50%
- Watch documentary videos 45%
such numbers This reflects the following YouTuber tracking statistics:
- 650 channels with 1 million subscribers
- Channel with 100,000 subscribers, 7,000 channels
Recently, YouTube Shorts has been launched in Thailand, a tool for anyone who wants to create short videos. but easily interesting Using just a mobile phone It allows us to see many creative works from these content creators.
Winner of the YouTube Works Award 2021
The “YouTube Works Award” contest program is an award to promote and recognize outstanding creative and business results. which began to be held in Thailand for the first time
with Kantar as an official partner and has a panel of experts in various fields of marketing as co- judges
The program has given marketing teams, media, creatives and agencies the opportunity to submit a digital innovation campaign for free. Eligible candidates must be campaigns published on YouTube from January 1, 2020 to May 31, 2021.
with content that reflects creativity whether in terms of media planning story telling and strategic and creative partnerships between brands and creators. including a portfolio that can demonstrate business results
List of winners in various campaigns
Best Full Funnel Campaign Award Winner: Dutch Mill
Campaign: Leave a deposit shop
Brand: Dutch Mill
Media Agency: Digital Integrated
Creative Agency: Wunderman Thompson Bangkok
Consignment campaign by Dutch Mill in collaboration with Shohuay Shop It is the main sales channel for Dutch Mill in full funnel* marketing using YouTube as a brand awareness channel. It also announced that it is recruiting owners of local grocery stores selling Dutch Mill products to co-create a video promoting their store.
and presenting Dutch Mill products in conjunction with another product in the shop Before brands put these videos in their local ads. Allow people in the neighborhood to buy products at the store immediately. which is like Call-to-action To encourage in-store purchases, as well as bringing the owner of a grocery store to appear in an advertisement is a novelty. and having fun storytelling Make the audience want to watch this ad. The result was a mention of a brand from earned media worth 7.5 million baht and a 200% increase in sales.
*From building brand awareness to increasing consideration and generating sales.
Best Storytelling Award Winner: GrabFood
Campaign: Food Freedom
Brand: GrabFood
Media Agency: M&C Saatchi
Creative Agency: Spa-Hakuhodo
In the Food Freedom campaign, GrabFood offers insights to consumers who are tired of eating the same food. to expand to cover all audience groups. In each ordinary moment in life Whether it’s lunch break with colleagues. dinner with family or even the same old biscuits that is popular in children’s activities And try to push these consumers to go beyond the usual routine and choose to “eat more creatively” through simple conversations. that include product highlights and call-to-action which demands that the audience make a purchase decision in every stroke of the advertisement
GrabFood’s ad breaks the traditional belief of marketers who view sales ads as unattractive by accurately capturing the emotional pain points of consumers. put together into a funny, concise, to-the-point dialogue, combined with an edit that enhances the rhythm of laughter as well This allows viewers to enjoy watching GrabFood’s long and focused videos without covering up until the end. The ability of GrabFood to break the old belief And creating an ad that successfully transcends all the rules of storytelling has made this work the answer to marketing and business.
Winner of Best Collaboration between Brand and Creator: Bear Brand
Campaign: Bear brand milk is good, useful.
Brand: Bear Brand
Media Agency: IPG Mediabrands (UM Thrive)
Creative Agency: Buzzpurr
In this campaign, Bear Brand has collaborated with Mario Joke, a hilarious creator. and Isan singer To create a music video for Luk Thung songs with content about Bear Brand dairy products. to the point of sale to penetrate the target customers in the northeastern region Choosing a creator that your target audience is following or already familiar with makes them feel part of the brand and encourages them to open up to their ads.
In addition to choosing the right creators The specialty of this work is the content of the advertisement that is made into a luk thung song that is popular with the target audience. When this ad is told using creators that are liked by the target audience and using relatable content, it results in a positive business response. Bear brand searches increased 3,350% and sales increased 17.5% after the music The video was released
Winner of Small Budget, Big Result: Bumrungrad International Hospital
Campaign: Local Hero
Brand: Bumrungrad International Hospital
Creative Agency: In-house and Changkidwittaya
The advertisement for Local Hero from Bumrungrad Hospital presents real-life stories of foreigners who were denied treatment from their home countries. and the efforts of the medical team to not give up on the obstacles in bringing the patient to the treatment Through storytelling that touches the heart and creates emotions with audiences both in the country and abroad successfully.
This work clearly communicates what the hospital is ready to offer. That is, providing health care services with a high standard of mind. As a result, it can stream through views that are more than 6 times the average views. With costs that are 3 times lower than average, even with a limited budget. and only one video clip
There is also a list of other campaigns. who passed the judging round from Grand Jury too. read list
