While Coca-Cola, Chevrolet, P&G, Nike and Volkswagen all feature prominently in the 2012 Unruly Global Viral Video Ads Chart it is a little-known non-profit that we all came to know the name of that is the year’s overall winner.
Kony 2012, created and released by the not-for-profit Invisible Children, was by far the most shared ad of 2012, generating 10.1 million shares since it launched on March 5.
The incredible success of this 30-minute video demonstrates how a relatively unknown entity can make a global impact in social media with powerful content and a comprehensive distribution strategy.
The social video rankings are derived from the Unruly Viral Video Chart, since 2006 the definitive source of video sharing behavior across the social web (Twitter, Facebook, blogs). Since Unruly measures shares rather than views it is a truer metric of an ad’s “virality” and the strength of the emotion it triggers in viewers.
Other brands in the top 20 include TNT, A&F, Volkswagen and GoPro. Only three brands appear in both the 2011 and 2012 rankings: Volkswagen, Red Bull and DC Shoes.
Overall, the number of video shares of branded content increased in 2012. The top 500 ads of the year attracted a total of 113 million shares in 2012, a 21% increase over 2011 (93.34M).
Shares of the top 10 ads rose from 16.8 million in 2011 to 28.0 million in 2012 – an increase of 67% and a clear sign that media consumption habits are continuing to evolve rapidly.
Unruly Co-Founder and COO Sarah Wood, said: ”Emotive content and bottom-up sharing stole the show this year,” . “The world’s biggest brands can learn from Invisible Children: it’s not about a 30-second commercial anymore when a 30-minute video gets 10 million global shares.”
1. Invisible Children: Kony 2012
2. TNT: A Dramatic Surprise On A Quiet Square
3. Abercrombie & Fitch: Call Me Maybe
4. DC Shoes: Gymkhana 5
5. P&G: Best Job
6. Dancesport Studio: Two-Year-Old Dancing The Jive
7. Melbourne Metro: Dumb Ways To Die
8. Chevrolet: OK Go, Needing/ Getting
9. Volkswagen: The Bark Side -
10. PBS Studios: Mister Rogers Remixed, Garden Of You Mind
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The Wall is a digital blog that helps the marketing, media and communications industries to understand the effects of emerging technology and media change.
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