We were a bit late publishing this seeing that Valentine’s Day was a couple weeks ago but we guess it was mint to be!
At Mintrics we analyze millions of social videos data daily and our database is constantly growing. This helps us identify recent and upcoming trends as well as analyzing audience behavior and video performances.
First, we asked ourselves a couple of questions to make sure we gathered the data that really matters.
- What are the most active industries in Egypt trough Valentines day 2019 vs 2018?
- How did brands in Egypt leverage valentine’s day in 2019 versus last year?
- What were the most viewed valentine’s day videos 2018 vs 2019
- Is consumer interest in Valentine’s videos on the rise or decreasing?
Most Active Industries in Valentine’s Day 2018 vs 2019
Evidently, FMCG brands have maintained the highest viewership records for two years in a row AND are the top video publishing industry as well with 9 videos published this year (and last)
In 2018, FMCG garnered around +1M views across 9 videos while in 2019, the same amount of videos accumulated viewership of +2M. Someone’s been developing their distribution strategies, huh?
Telecommunication was in the 2 spot last year but nothing by way of video production this year. Transportation was in 3rd position last year and with telecommunication gone, it’s in the 2nd position this valentine, check Uber’s valentine campaigns below.
Fashion is still in 4th position amongst Egypt’s top active industries which makes sense given the relevance of the occasion
And finally retail comes in 5th place which is an anomaly in Egypt vs the global market as generally retail is all over this occasion driving footfall to physical locations and conversion to their e-commerce platforms
Top Performing Valentine’s Day Brands in Egypt
As per the chart below, most brands published only around 1-3 videos for Valentines. Lets take a look at the top copies in terms of viewership
#1 Crystal – 2018
The top viewership results went to Crystal in 2018 with their “modern way to cook” competition that encourages couples to create videos of themselves helping each other in the kitchen.
Crystal published two videos under that platform that garnered around 1,102.90K views.
The video was published on the 4th of February on Facebook and gained 3.9K likes, 180 comments and 161 shares on 1M views.
However, this year Crystal is not amongst the top 5 brands, in fact, they haven’t published any videos since 27th January…
#1 Clorets – 2019
Clorets showed out this Valentine with one video featuring everyday people expressing their love for their wives. Clorets’ message is that there’s no shame in expressing your love. They play on the relation between their optimal message “Breathe with confidence” and the express-with-confidence vibe you get when you see the video.
The video was published one day before Valentine’s day and the views are sky rocketing!
When we first measured the data, 5 days after Valentine, it was at 578.41K – half a million. then after another two days, the video zoomed up to 2M views in a week!
#2 Uber Egypt – 2018 & 2019
What’s notable here, is that Uber every year produces Valentine’s video campaign consisting of 3 videos.
Last year, Uber’s “Single Survival Kit” campaign had part 1, part 2 followed by a street interview asking people random questions about Valentine’s. This campaign earned them around +1M views in 2018.
This year they launched Uber’s “A Love Tail” Valentine’s campaign containing 3 videos giving away gifts for their audience’s dog/cat in exchange for car rides to deliver the gift
Uber’s clever approach to Valentines (speaking to the singles) appears to have worked last year pretty well, and that street interview sure helped spread word of mouth about the campaign! Yet this year, people don’t seem excited about receiving a gift, given that they have to pay for the Uber to deliver that gift
#3 Etisalat – 2018
Etisalat’s recent Ad went viral with +11M views featuring Ahmed Helmy.
#4 Twinkies – 2019
If you go through Twinkies Egypt’s video library on Facebook, you’ll notice most of their video campaigns have hit a million views. They seem to handle their video marketing campaigns pretty well.
They garnered around 400K views this Valentine’s.
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