If You Thought Mother’s Day is Over, Reconsider!

 

Mintrics’ unconditional love to videos equals a mother’s love for her children!

If you’re one of our regular readers, you’d know already that data must come out a few days after the event has passed so the commercials would have taken their time generating performance. 

Today, we’re featuring the top video advertising campaigns after only 5 days of Mother’s Day. Let’s see how these ads performed in only four days of their release date.

The Egyptian market isn’t used to video commercials going viral and so nobody cracks down the advertising behavior of agencies and brands. But we’ve been working with the hottest firms in that area and I tell you, the creative atmosphere in Egypt is thriving more than any of the MENA countries.

308 videos were published last year for mother’s day against 353 this March, and it’s not over yet!

This post cracks down mother’s day 2019 video advertising campaigns in Egypt and puts them into comparison with last year’s, including a free download link to the stats of social video 2018 report, Egypt edition.


Questions we asked:

  1. When did the conversation about mother’s day start?
  2. Whom are the contributing industries this year against last year’s and how many videos each?
  3. What are the most monumental mother’s day ads against those of 2018?

Mother’s Day Commercials Peak

So the conversation about Mother’s day reaches a peak on the 21st of March, the day of the event while it keeps an adequate raise on the rest of the month. Notwithstanding that there isn’t much of a difference in the publishing behaviors between 2018 and 2019, the focus on video commercials has much increased.

103 videos were published only on Mother’s day 2019 against 81 in last year’s. See the chart:

mother's day published videos

                                                                     Mother’s day conversation peak 2019 and 2018

Top Advertising Industries in Mother’s Day

The below chart displays the contributor industries in mother’s day throughout the years 2019 versus 2018 with the number of videos each.

mother's day top industries

                                                  Top video advertising industries in Mother’s day 2019 and 2018

Electronics have shown great interest in mother’s day advertising, they beat their publishing behavior this year by increasing their mother’s day advertising commercials. But did they really beat their performance? Apparently, they did beat it – the wrong way!

OK. So the electronics industry has published 39 videos last year, on that amount of videos, they grossed 44M views and 600K of engagements – This year’s Mother’s Day, they increased the publishing quantity to 66 videos (during the whole March of course), on which they received 15M views and only 27K of engagements.

From what appears in the records, they increased their quantity on the expense of the quality, the content wasn’t as much engaging as last year’s as well as the paid budget.

On the contrary with FMCGs, they published 39 video ads for mother’s day in 2018 while only 28 in 2019. Taking into consideration that the little the quantity, the higher the focus on paid ads and content quality, we expected their performance to have improved. But the numbers told a different story, in fact, their views performance decreased!

  • 1K engagements and 13M views in 2018 via 39 videos
  • 1K engagements and 10M views in 2019 via 28 videos

Telecommunication brands contributed with videos last year generating 5M views and 100K engagements, but they increased their budget this year with 7 more videos grossing around 11M views and 200K engagements. We have Vodafone contributing with a similar video hijacking on the Baby Shark trend on YouTube as we’ll see further in the article.

NGO industry has increased their share in mother’s day with 35 videos against 25 in last year’s – that turned out just right for them since they garnered 10M views and 200K engagements with their tear-jerking content strategy while last year they only had 1M views and 10K engagements.

Top Performing Brands in Mother’s Day 2019

The chart below shows the top advertising brands in mother’s day:

mother's day ad views 2019

                                                                      mother’s day top brands performance 2019

As we see in the chart, we have Elaraby Group being the top mother’s day contributor from Electronics. It garnered on all the views and 25K of the 27K collected in Electronics. Followed by Baheya outperforming with 188K engagements.

Check out the top 5 mother’s day video commercials produced from these contributing brands below:

Monumental Mother’s Day Commercials 2019

top 5 mother's day monumental ads

 

1# Elaraby’s If it wasn’t for mom – Electronics

Looking at the no.1 winner monumental ad in 2019, appears Elaraby Group from the electronics industry in two years in a row with a thriving song dedicated to all mothers in the world:

We know that Facebook’s promotion is cheaper than YouTube, perhaps that’s why they promoted more on Facebook that the video collected 14M views alone in 2019 on Facebook (meaning rest of the videos published in electronics collected only 1M of the views) against only 78K views on YouTube – and it’s published since the 2nd of March!

2# Mother’s Day with WE – Telecom

The no. 2 mother’s day winner with 6M views and 138K engagements is WE’s commercial featuring a folklore song dedicated to mothers as well:

Both Elaraby & WE produced a song for mother’s day; comparing both, we can see that Elaraby’s “If it wasn’t for mom” outperform WE’s song by number of views, probably due to a low paid budget for WE and a higher budget for Elaraby. It’s also proven by the number of engagements, in which WE outperformed, that the folklore song was more appealing to the Egyptian audience than Elaraby’s tear-jerking commercial.

3# Kiri Egypt Mother’s Day Commercial – FMCG

The third position winning  ad in FMCG is Kiri Mother’s Day 2019:

If you’re a nostalgia-lover, then Kiri’s commercial would steal your heart from the first look as it did with mine. Kiri played on the nostalgia appeal in our lives; how your mother stood by your side all your life, how she’s always right, and how Kiri was her no. 1 chosen cheese in every event!

4# Baheya Foundation Mother’s Day Commercial

Baheya’s mother’s day video commercial won the most tear-jerking ad for mother’s day in 2019:

Every marketer knows the 5 elements that trigger engagement; Joy, sadness, fear, nostalgia, and anger. Will bring you a heat-map showcasing the most emotions triggering engagements if you would like, just request it in the comments below!

Our top 5 ads here play on these emotions, Baheya’s mother’s day commercial on the other side focuses on the fear and tear-jerking trigger. Fear of losing your mom in mother’s day, and the tear-jerking thought of not having her in your life.

5# Vodafone’s Baby Shark Commercial

Winning the best trend hijacking and the best timing ad. Vodafone’s ad triggers joy and laughs, there’s not a child who hasn’t yet heard the baby shark song and not a single mother who hasn’t been hearing it humming in her ears all day long for the sake of her child.

They knew the Baby Shark song grossing +Billions of views worldwide trend is about to end and they brought it back to live in just the right time AND the right way! It’s not new to Vodafone, check their 2018 mother’s day ad also winning among the top 5 ads last year.

 

Have you enjoyed watching these ads? Want to keep up to date with the leading video creators of all time?  Hop up at Mintrics’ Leaderboard & stay on track with all the updates in video space!

Click here to download The State of Social Video in 2018 report | Egypt Edition – Including case studies from Mother’s day, Mo Salah, World Cup, and breaking through brands like Chipsy, Pepsi, and Molto.