Mesa, a homegrown Filipino restaurant with about 70+ branches in the PH, had a goal of reintroducing the brand in a significant way - an endorser-driven campaign with a Youtube trend as a central concept - Dingdong Dantes doing Mukbang and ASMR with Mesa’s best sellers. A very novel idea in late 2019, the goal was to maximize the amount of views for a series of company-produced videos with paid media across all relevant video consumption platforms - Youtube, Facebook and Instagram, This would create hype for future pre-pandemic engagement promos such as ASMR at Mesa, and prominent OOH materials in Metro Manila, as well as adding more equity (and eventually foot traffic) to provincial Mesa branches .
Not every brand-produced online video ad has the tendency to go viral, but even with a minimal budget, you can push your video material to have as much as views and reach as you want. Just remember that your key messaging should be within the first 10 seconds of your video, just in case it exceeds the one minute mark just like this series of 2019 ads. Attention spans are short, and your audience will only have the tendency to finish lengthy video content if they already have a significant amount of views to begin with.
