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
The Prince's Trust has launched a campaign to encourage employers to take a fresh look at young people from troubled backgrounds, highlighting the skills they have to offer from having learnt the "hard way".
Twitter’s announcement this week that it will be launching a new video function allowing users to film, edit and post video clips confirms that 2015 is set to be the year of video. Read more on How is Twitter video set to impact brands?… […]
At the start of each year most of us naturally seek to do a bit of crystal ball gazing. For online marketers this is especially important. Being able to accurately predict how the ad market will unfold in the year ahead can often make the difference between boom and bust, writes Eliav Moshe, senior VP of mobile at Dmg Media. Read more on 2015 is the year for […]
Between January 2012 and January 2014, Google spent more on acquisitions that its five biggest competitors combined. It bloody loves shopping. But ever wondered why it went after the likes of Nest, YouTube and AdMob? And what, pray, does it have its eye on next? Read more on Infographic: The strategy behind Google’s most costly acquisitions… […]
Following the hype of native advertising in 2014, here are some insights into what to expect from native in 2015 as the industry matures. Mobile-first content 2014 saw mobile content consumption tip over the 50% mark: we now spend more time on mobile than we do on TV. Read more on 4 native advertising predictions… […]
Google Shopping is a key part of the marketing mix for most e-commerce businesses. Thanks to Google’s continuing dominance of search (it currently has an 88% share of the UK market), this channel accounts for a huge proportion of revenues for many companies. Read more on 5 steps to boosting ROI on Google Shopping… […]
Breakout digital trends saw the biggest rise in image searches in 2014, that’s according to Shutterstock’s latest ‘Creative Trends’ report released this week. The report reveals the key downloads and searches made by marketers, advertisers, designers, art directors, filmmakers, and bloggers from Shutterstock’s library of images, video clips, and music tracks […]
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.