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
Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.
Measuring marketing performance has never been more important, yet many marketers only review results once a campaign has ended, rather than evaluating throughout. As a result, it can be easy for marketers to become sidetracked and miss valuable, actionable insights. Given today’s advanced analytic tools, it is possible to quantify marketing performance as p […]
The Pillion Trust is a small, frontline charity tackling poverty in London and their ingenious “Fuck The Poor?”hidden camera video is a controversial and thought-provoking social experiment which challenges our attitude to inequality. Read more on Hottest virals: World’s toughest job, plus kids react to Walkmans… […]
The topic of viewability shouldn’t be a new one to most digital advertisers – after all, what could be more essential than ensuring that a consumer had the opportunity to actually view an ad – but this week’s announcement by the IAB of viewability standards for display advertising is a major step forward for the industry. Read more on Viewability in focus – […]
There’s a super-baby within us all, according to Evian, and the brand wants us to set them free. The brand is encouraging their Twitter fans to let go of their problems and let their inner babies out to play. Read more on Having a bad day? Evian’s Amazing Baby is here to help… […]
Pope Francis, the leader of the Roman Catholic Church, may not be the most obvious Twitter icon, but since his election in March 2013 he has surprised many by embracing social media as a valuable tool to communicate with his global congregation. Read more on Thou shall tweet: What the Pope can teach you about Twitter… […]
The app and device battlegrounds are rife with established players and newbies fighting it out to provide the emerging markets with new handsets, alternative app stores and fresh mobile content. New moves include Nokia’s alliance with Android with new releases including the Nokia X, Apple covertly re-releasing the iPhone 4 in India and Samsung set to launch […]
About The Wall
The Wall is a digital blog that helps the marketing, media and communications industries to understand the effects of emerging technology and media change.
From ecommerce and email, to search and social media, The Wall features expert commentators and analysis of digital developments.